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International Journal of Information Technology & Computer Science ( IJITCS )

Abstract :

Attitude is one of the factors that contribute to the abuse of disabled parking. The attitude’s components consist of affective, cognitive and behavioral may be formed in various ways including learning and persuasion. Using learning and persuasion approach, this study has produced a persuasive multimedia aiming to form a positive attitude toward disabled person in order to minimize the rate of disabled parking abuse. The persuasive multimedia was developed using Principle of Social Learning draws from Persuasive Technology as learning strategy at macro persuasion level, and modality and redundancy principles draw from Multimedia Learning Principles as design strategy at micro persuasion level. In order to measure the effectiveness of the persuasive multimedia, 93 respondents were selected in a 2x2 quasi experimental research design for experiment. Attitude components of affective, cognitive and behavioral were measured using adapted instrument from the Multi Dimensional Attitudes Scale toward Persons with Disabilities (MAS). Result of the study shows that the persuasive multimedia which designed based on Social Learning Theory at macro persuasion level is capable of forming positive attitude toward disabled person. The cognitive component of the attitude found to be the most responsive component. In term of design strategy at the micro persuasion level, modality found to be the most significant strategy compare to redundancy. While males are more responsive to the persuasive multimedia compare to females.

Keywords :

persuasive technology, captology, multimedia learning, disabled person, attitude formation, social learning.

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