Persuasive mobile technology

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Contemporary communication technologies offer far greater potential than what meets the eye. This is particularly so in regard to mobile technology: the anytime, anywhere technology. If previously under normal circumstances, the mobile phone is used in its simplest function to deliver messages or to communicate between two parties, it is now seen as possessing tremendous potential in influencing attitudes, behavior and motivation when presented at the kairos or opportune moment. Hence the term ‘persuasive technology’ was introduced. This paper aims to discuss ways in which the use of mobile technology has been explored in the recent years to deliver ‘just-in-time information at points of decision and behavior’ (Intille, 2004). It seeks to examine how one might ‘design with intent’ (Lockton, Harrison & Holley, 2009), that is, how to capitalize on the latent power of mobile technology to help people change, along with the ‘what’ and ‘why’ of doing so.

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Persuasive mobile technology

  1. 1. Persuasive Mobile Technology:Exploring the Potential of Text Messages for Influencing Attitudes and Behaviors Tina Lim, Mansor Fadzil, Wen Shyang Wei Open University Malaysia
  2. 2. Phenomenal growth in mobile phone usage Malaysia 119.2 
  3. 3. Why the increasing popularity?• Appeals to the average modern day human who likes all things instant• Voice and text capabilities allow instant connection with people, as and when we wish to
  4. 4. The great potential of mobile technologies• Influencing attitudes, behavior and motivation• when presented at the kairos or opportune moment• 
  5. 5. Example of Applications• Motivating health behavior change including eating habits, and fitness routines (Andrew, Borriello & Fogarty, 2007)• Text advertising aimed at changing consumer attitudes and purchase intention (Drossos, Giaglis, Lekakos, Kokkinaki & Stavraki, 2007)Sending the right message at the right time so that the targeted person does the right thing  “active notifications” (Andrew, Borriello and Fogarty , 2007)
  6. 6. Designing with intent: Persuasive Mobile Learning at OUMCategory ExampleForum Discuss how cultures affect the meanings conveyed by signs, symbols and abbreviations in LMS Forum.(Tunneling)Content 4 phases in the creativity process are: Knowledge & Accumulation, Incubation, Ideas and Evaluation. Check Topic 3.2(Reduction)Tips Past year exam questions are available in the LMS. Try them. Remember that practice makes perfect.(Suggestion)Course The exam date for OUMH1203 is on 12 Aug 2010, 9am-Management 12.10pm. Make sure you read all topics covered in the module.(Self- Good Luckmonitoring) To succeed, we must first believe that we can. Quote by MichaelMotivation Korda. Always believe in yourself :-)
  7. 7. Designing with intent: Persuasive Mobile Learning at OUM May 2010 semester 1532 respondents out of a total of 6295 studentsCategory OUMH1103 OUMH1203 OUMM2103 Learning Skills English for Written Entrepreneurship for ODL CommunicationContent 10 6 11Tips 3 5 2Course management 4 3 3Forum 8 9 9Total number 25 23 25
  8. 8. Effectiveness of Reduction Strategy (Content SMS) Strongly agree Agree Somewhat agree Somewhat disagree Disagree Strongly disagree Helped focus on key concepts 12.3% 47.3% 29.8% 89.3%Assisted to achieve the learning outcomes 10.7% 40.2% 34.7% 85.6% Helped to remember course facts more 9.9% 36.9% 34.8% easily 81.6%Helped to refer concepts in module more 14.8% 45.6% 29.4% easily 89.8% 0% 20% 40% 60% 80% 100%Reduction of Cognitive Load– Helps learners remember facts 8
  9. 9. Effectiveness of Suggestion Strategy (Tips SMS) Strongly agree Agree Somewhat agree Somewhat disagree Disagree Strongly disagreeProvided relevant guidance for revision 12.1 47.5 29.3 88.9% Gave useful hints how to study better 11.2 41.6 33.6 86.4% Encourages students to perform the behaviours
  10. 10. Effectiveness of Self-Monitoring Strategy (Course Management SMS) Strongly agree Agree Somewhat agree Somewhat disagree Disagree Strongly disagreeReminded me of important details about the 19.3 48.8 25.1 course 93.2% Helped to monitor my own learning 13.6 47 28.9 89.5% Gave useful information about the course 15.3 47 27.6 89.9% Help mold independent learners Most effective
  11. 11. Effectiveness of Tunneling Strategy (Forum SMS) Always Very often Often Sometimes Never Participated in LMS discussions 6.2 15 23.6 46.5 8.8 44.8%Read other peoples postings in LMS 10.9 18.7 32.9 32 5.5 65.2% Forum topics reduce uncertainty of what and when to discuss Least effective
  12. 12. ImpactItem Mean S.D.Enabled to learn anytime I wish to 6.80 2.01Encouraged me to stay focused on my studies 6.77 1.91Enabled me to learn anywhere I like 6.75 2.02Helped me manage my learning better 6.71 1.891 = Strongly Disagree 10 = Strongly Agree
  13. 13. Conclusions• Text messaging has the potential to change attitude and behaviour among distance learners• Mobile learning via SMS ought to be exploited to reduce the transactional distance often faced by part-time learners
  14. 14. Comments / Enquiries? Please contacttina_lim@oum.edu.my

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