Hi, John:

Very interesting concept. I believe more and better advertising information will encourage and empower consumers!

As an example, please take a look at this recent research study on energy efficiency (Wilson, 2014) integrating theory of planned behavior (TPB) with Elaboration Likelihood Model (ELM). 

The author highlighted that the awareness campaigns, education and training programmes, label schemes and smart metering--- are all initiatives that can realize consumer directed energy efficiency savings of up to 30%! While widespread, such programmes can have mixed performance, with savings often not reaching potential.

The author investigated whether existing theoretical models can usefully be combined for evaluations of such message-oriented programmes! To do this, the author examined relationships between the variables of the "Elaboration Likelihood Model (ELM) and Theory of Planned Behavior (TPB)" using empirical data from participants exposed to energy behavior change projects.

The author argued that the analysis revealed that---when used together, the theories may offer insight into the impact of messaging! While a single exploratory study can only describe what has occurred, it offers initial evidence to advocate further analysis of the potential of the combined framework. 

Finally the author offers an illustration of how the framework might be utilised by other schemes by example of its application to other initiatives! Perhaps this could be a starting point and may prove instrumental to your advertising research study!

• Wilson, C. (2014). Evaluating communication to optimise consumer-directed energy efficiency interventions. Energy Policy, 74300-310.

Hope this helps!

Nadeem

Dear Prof. Mohammed Nadeem,

Thank you very much for your prompt reply Prof. Your  professional advice is very much appreciated.I will be looking into Wilson(2014) and adapt it in my research.

Best Regards,

John Chng

Dear John,

I think it is an interesting challenge to map components of ELM onto that of  TPB for integration. For example, peripheral cues may contribute more towards influencing or leveraging subjective norms. It may be easier to overcome resistance to change or influence, if any, through the heuristic processing triggered by peripheral cues.

Attitude towards behavior, an enduring evaluation, may be predominantly cognitive in nature. Since you talk about 'controversial advertising', affective components may also be strongly involved. So a combination of  primarily central and partly peripheral cues may offer the best results. Perceived behavioral control is largely a cognitive self-evaluation and therefore may logically connect better with central cues.  

I think the task of integration may become clearer if you take a specific advertising objective, evaluate the situation (where are we in their minds? and where do we want to be?), identify the advertising appeals required, and then use the two models in tandem (ELM followed by TPB) to get the desired behavior as an outcome.

I hope I am making some sense.

Best Regards,

Raj

What about integrating TRA and ELM?

TPB is an extension of TRA.

Can you please elaborate on your question?

I read there are articles integrating TRA and ELM. So I am wondering what is the difference between TPB and TRA? Since TRA is the extension of TPB, why some people still opts for TPB?

Dear John

I am not sure if this will be of any value for you, but I just came across a document the other day that provided detailed explanation of the use of the TPB in combination with the ELM to create a successful strategy for designing effective signs in natural resource management. 

http://www.crctourism.com.au/wms/upload/resources/Promoting%20Persuasion%20in%20Protected%20Areas%20WEB.pdf

Best wishes

Anna

Dear Anna,

Thank you very much for sharing the document that I find rather relevant to my case.

Best Regards,

John Chng

Hello John (I taught at UNIMAS FEB for three years as contract staff ),

I noted above the reference to consumer energy savings advertising. Have you seen work by Professor Elizabeth Shove and others at Lancaster University UK on this topic? Her  'recent research has been about how social practices change and about the implications of these dynamics for everyday life, energy demand and climate change'. She does not write from a TPB perspective but uses practices theory.

You may find practices theory of assistance in analyzing audience attitudes to controversial advertising. As an example, Sunway Pyramid Mall is advertised as an 'adventure' but our research revealed that consumers regarded the place as more of a 'home from home'. This accords with other work on 'third places'.

Regarded from the practices approach, consumer behaviour is shaped (or embodies) assumptions - usually tacit or not reflected upon rather than rationally assembled  - which advertising addresses. Practices theory which you may find useful is discussed by business studies academics such as Davide Nicolini (Warwick University) and in relation to media marketing by myself (I've uploaded the introduction to a new book by Routledge, and have just signed a contract for a monograph on practices theory).

tonyjwilson at yahoo.com   

Visiting Senior Research Fellow. London School of Economics and Political Science

Dear Mr. Tony,

Greeting from Sarawak-The Land of Hornbill !

Thank you very much  for your suggestions and further clarification on my question regarding the integration of TPB and ELM.I will definitely benefit from  your insight with regard to the use of  practices approach.

I have read your book with great interest on Global Advertising, Attitudes and Audiences whereby I really appreciate your reference of " To the striving students of Sarawak-We succeeded in making sense!-and Siow Ai Wei(Jenny) who supported it all."Furthermore, there are a lot of Malaysian cases that is very interesting and useful for my research topic and will recommend this book to my friends too.

Lastly, I would like to take this opportunity to express my sincere thanks for sharing your expert knowledge. Should you be coming to Sarawak do let me know so that we can meet up and show you around KUCHING .

Best Regards

John Chng

Hello John,

Thanks for your kind email. As I am sure you are well aware, advertising research like much business research, divides into positivist and interpretive approaches. I find a practices perspective (also known as hermeneutic - see John Thompson's work) is very supportive of discussion on advertising (whether its controversial or otherwise) which seeks to first analyze consumer response statements (or narratives) in their cultural context (Chinese or Indian, Malay, Dyak, Bidayuh etc). Quantitative analysis comes afterwards, and here respects cultural diversity in how we see the world.

When I worked at UNIMAS, I lived in a Rumah Tetamu on the East/Timor Campus next to the mosque (I enjoyed early morning writing!). My late uncle established a teachers' training college at Batu Lintang. Let me know if you wish to discuss the interpretive approach to marketing - or practices theory - further.

I've attached another book introduction - on Understanding Media Users. The later chapters consider media branding by Digi, Maybank, Petronas. My first Malaysian book - The Playful Audience - about consumer creativity, is in UNIMAS library.

Regards,

Tony

Visiting Senior Research Fellow, London School of Economics and Political Science

Hello Mr. Tony,

Thanks for your prompt reply and further clarification on advertising research. I am really glad to know that you have first-hand knowledge of UNIMAS and have been with us for some time.Furthermore, its great  to know your late  uncle is a pioneer in Sarawak's Teacher Training College-Batu LintangTeacher's College.

As a Sarawakian myself, I am very proud to have known you for you have contributed a lot to Sarawak in sharing your professional knowledge. Not forgetting your late uncle contribution too.

I will read more on your suggested practices perspective and looking forward to getting your  first Malaysian book - The Playful Audience - about consumer creativity  in UNIMAS library.

May God blessed you.

Thank you, Sir.

Best Regards,

John Chng

Hello John,

When I was teaching Marketing Communication at FEB (in various forms to all three years, and supervising a graduate thesis), I also asked students to read Global Media: Malaysian Use. Chapters Seven and Eight are on advertising in the Malaysian context. Copies are available in the library (CAIS).

Regards,

Tony

Dear Mr.Tony,

Thank you very much for the highlighting your interesting book and I will definitely get a copy from CAIS soonest. My research context is Sarawak, so the reading as suggested will definitely help in my thesis.

At the moment, I am reading your book-Global Advertising, Attitudes and Audiences.There are many cases on Malaysian context and I find it very interesting especially on the interview done and the findings.(Special interest in The Process of Consumer Interpreting-Appendix 121).I will be conducting interview for the first stage of my research and these findings will be of great help for me)

Thank you and God bless.

Best Regards

John Chng 

Hello John,

Yes, the focus groups for this research on consumer responses to the Coca Cola advertising were carried out in a classroom at Universiti Tunku Abdul Rahman in PJ. Later, I discovered from student projects the remarkable advertising narratives (such as with Petronas) directed by the late Yasmin Ahmad. Audience-consumer responses to these commercial-cultural works really reward interpretive analysis!

Regards,

Tony

Hello John,

Thanks for 'voting up' my answer! If you wish to pursue an interpretive marketing approach to controversial advertising and audience response, I can put you in touch with a lecturer in Kuching (if he's not too busy), who undertook a Master's thesis on advertising and branding under my supervision. I've also attached some extracts from my third year UNIMAS course on marketing communication which may be of interest - I can send the individual lectures/ powerpoint slides. Routledge has just signed me up for a third book on consumer responses to media and marketing. I'll be back in KL in August, but don't know when I'll be in Kuching unless UNIMAS invite me!

Regards,

Tony

Dear Mr.Tony,

Thank you again for your kindness in providing notes and extract of your book. I have in hand your book- Global Media: Malaysian Use.I am reading and find great interest in the Malaysian context of the book.It is well written and close to my heart.

I will be very grateful if your could share some of your powerpoint on marketing communication.If it is possible to introduce me to your Master student in Kuching, I will  be too happy  to get in contact with.

Looking forward to your new book  on consumer responses to media and marketing. 

Thank you Sir,

Best Regards,

John Chng

John, attached, as requested are slides for the first half of my third year UNIMAS course on advertising and its audiences, including Coca Cola. Hope they are useful. Regards, Tony.

Thank you very much  for your slides.Really appreciate your kindness in sharing your slides and knowledge.

Thank you Sir,

Warmest Regards

John Chng

Let me know, John, if you have comment or queries. I'm considering a suggestion that I offer such material as a graduate course in Kuala Lumpur at UM. Regards, Tony.

John,

I have attached the remaining six sets of lecture slides for my UNIMAS FEB third year course on advertising, branding, marketing and consumer responses. Michael Tiong Hock Bing who studied at UNIMAS and completed his graduate thesis on interpretive marketing and now lectures at a Kuching college would be happy to talk to you about his research (consumer responses to media marketing and branding of motorcycles). Do you have a private email account where I can send his private phone number?

Regards,

Tony

Dear Mr. Tony,

Thank you again for your generosity. I have my private email at [email protected]. Will  be very glad if I can have Micheal Tiong phone number and get in touch with him. 

Thank you Sir,

Warmest Regards,

John Chng