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ThinkMind // GLOBAL HEALTH 2014, The Third International Conference on Global Health Challenges // View article global_health_2014_2_30_70076


A Future Strategy Towards Smoking Cessation: Persuasive Multimedia Application (PMA) in Strengthening Motivation towards Smoking Prevention and Cessation

Authors:
Wan Ahmad Jaafar Wan Yahaya
Rosli Che Din
Munira Hashim

Keywords: Persuasive Technology; Captology; Persuasive Multimedia Application (PMA)

Abstract:
Smoking cessation or successful quitting depends a lot on one of its identified crucial factors - motivation. The PRIME Theory of Motivation has listed five motivation domains in the human motivational system. These are Plans, Responses, Impulses, Motives and Evaluations. For the purpose of this study, Persuasive Multimedia Application (PMA) has been produced and used as a learning and persuasion approach through the use of Persuasive Technology. PMA has adopted a cause-and-effect principle from Persuasive Technology as a learning strategy at the macro-persuasion level, and Multimedia and Redundancy principles draw from Mayer’s Multimedia Learning Principles as a design strategy at the micro-persuasion level. A total of 54 respondents have been selected and have undergone a 2x2 quasi-experimental research design experiment. Considering the limitations of this study, only three selected PRIME domains in the form of Plans, Evaluations and Motives were measured by using an instrument adapted from the PRIME questionnaires and later analyzed using IBM SPSS 20. The results of the study prove that the PMA developed by using the cause-and-effect principle, specifically one in the Multimedia and Redundancy mode (Mode B), has produced a significant impact on motivation towards smoking cessation, especially in terms of the evaluations domain.

Pages: 37 to 41

Copyright: Copyright (c) IARIA, 2014

Publication date: August 24, 2014

Published in: conference

ISSN: 2308-4553

ISBN: 978-1-61208-359-9

Location: Rome, Italy

Dates: from August 24, 2014 to August 28, 2014

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