Can brewer-sponsored ‘drink responsibly’ warning message be effective without alcohol policies in Nigeria?

Alcohol availability, use and misuse and their related problems are rising in many parts of the African continent and this has been attributed to many factors such as non-existent or ineffective regulatory measures. In contemporary Nigeria, while a culture of intoxication is growing, there are no regulatory measures in the form of alcohol policies to reduce it. What exists is brewer-sponsored self-regulation. This paper therefore, critically analyses this self-imposed 'drink responsibly' warning message, arguing that because responsible drinking messages are strategically designed to serve the interest of alcohol industries, it cannot be effective. The paper further argues that because there are no definitions of standard drinks and where alcohol by volume (ABV) is scarcely inscribed on product labels of alcoholic beverages, such message will remain ineffective. Therefore, it recommends that an urgent step should be taken by the government to formulate and implement comprehensive evidence-based alcohol policies in Nigeria

DATA ANALYTICS AND PERSUASIVE TECHNOLOGY TO PROMOTE STUDENTS’ ENGAGEMENT AND LEARNING

The use of interactive systems and internet technology nowadays enhance the process of learning as they allow educational resources to be effectively distributed and delivered to students. This gives students the opportunity to learn at their own pace and convenience. Hence, universities employ these computing technologies to aid in teaching and learning in order to meet the needs of diverse learners. Thus, students could engage in learning activities at any time and even outside the four walls of universities. Despite the usefulness of these systems, students find it hard to engage for a long time with these learning resources. They are distracted by so many activities such as chatting, playing games, listening to music, watching movies, etc. As a result, a wide gap exists in academic performance between successful students and unsuccessful one (those that drop out of universities). Therefore, there is a need for research on how to increase students’ motivation to learn. The level of motivation of students to learn and progress in their education determine the length of time they spend on learning-related activities. This research investigated the use of persuasive technology in encouraging students to spend quality time in their learning resources. Persuasive technology describes computer applications which change users’ behaviour or opinion without using coercion or deception. Specifically, this research examined the effect of three social influence strategies of persuasive technology (social comparison, social learning, and competition) on students’ engagement in their learning activities. Socially-oriented strategies recognize the fact that humans are socially-driven and thus, our feeling, behaviour or opinion is affected by that of others (social influence). The strategies were operationalized in a persuasive system as three versions of visualization using students’ assessment grades. The persuasive system was applied to a real university course-based setting to determine its effect on students’ engagement in their learning activities. Quantitative and qualitative approaches were used in determining the effectiveness of the persuasive system versions implementing the three strategies in motivating the students to engage actively in learning activities. The results of this research show that the three socially-oriented strategies of persuasive technology employed can be used in educational software to influence students to achieve a positive goal in their learning. Precisely, the persuasive system attracted and motivated students to spend more time in their learning activities

Service Learning Across the Curriculum: A Collaboration to Promote Smoking Cessation

This paper focuses on how pedagogy, service, and scholarship can be combined across the advertising curriculum through service learning, which invigorates collaboration among faculty members, student teams, and advertising professionals. The authors demonstrate how service learning projects integrate curricula using a community-based client, ultimately leading to scholarship and professional outcomes. Specifically, this study analyzes the launch of a service learning-based smoking cessation campaign on a Midwest college campus

Modelling the User: How design for sustainable behaviour can reveal different stakeholder perspectives on human nature

Copyright @ 2010 TU DelftInfluencing more environmentally friendly and sustainable behaviour is a current focus of many projects, ranging from government social marketing campaigns, education and tax structures to designers’ work on interactive products, services and environments. There is a wide variety of techniques and methods used—we have identified over 100 design patterns in our Design with Intent toolkit—each intended to work via a particular set of cognitive and environmental principles. These approaches make different assumptions about ‘what people are like’: how users will respond to behavioural interventions, and why, and in the process reveal some of the assumptions that designers and other stakeholders, such as clients commissioning a project, make about human nature. In this paper, we discuss three simple models of user behaviour—the Pinball, the Shortcut and the Thoughtful—which emerge from user experience designers’ statements about users while focused on designing for behaviour change. We characterise these models using systems terminology and examine the application of each model to design for sustainable behaviour via a series of examples

Proceedings of the International Workshop on EuroPLOT Persuasive Technology for Learning, Education and Teaching (IWEPLET 2013)

"This book contains the proceedings of the International Workshop on EuroPLOT Persuasive Technology for Learning, Education and Teaching (IWEPLET) 2013 which was held on 16.-17.September 2013 in Paphos (Cyprus) in conjunction with the EC-TEL conference. The workshop and hence the proceedings are divided in two parts: on Day 1 the EuroPLOT project and its results are introduced, with papers about the specific case studies and their evaluation. On Day 2, peer-reviewed papers are presented which address specific topics and issues going beyond the EuroPLOT scope. This workshop is one of the deliverables (D 2.6) of the EuroPLOT project, which has been funded from November 2010 – October 2013 by the Education, Audiovisual and Culture Executive Agency (EACEA) of the European Commission through the Lifelong Learning Programme (LLL) by grant #511633. The purpose of this project was to develop and evaluate Persuasive Learning Objects and Technologies (PLOTS), based on ideas of BJ Fogg. The purpose of this workshop is to summarize the findings obtained during this project and disseminate them to an interested audience. Furthermore, it shall foster discussions about the future of persuasive technology and design in the context of learning, education and teaching. The international community working in this area of research is relatively small. Nevertheless, we have received a number of high-quality submissions which went through a peer-review process before being selected for presentation and publication. We hope that the information found in this book is useful to the reader and that more interest in this novel approach of persuasive design for teaching/education/learning is stimulated. We are very grateful to the organisers of EC-TEL 2013 for allowing to host IWEPLET 2013 within their organisational facilities which helped us a lot in preparing this event. I am also very grateful to everyone in the EuroPLOT team for collaborating so effectively in these three years towards creating excellent outputs, and for being such a nice group with a very positive spirit also beyond work. And finally I would like to thank the EACEA for providing the financial resources for the EuroPLOT project and for being very helpful when needed. This funding made it possible to organise the IWEPLET workshop without charging a fee from the participants.

The Elementary Persuasive Letter: Two Cases Of Situated Competence, Strategy, And Agency

Research on persuasive writing by elementary children posits primarily a developmental perspective, claiming that elementary-age children can effectively argue through talk but not through writing. While this view is commonly held, this article presents counterevidence. Drawing on two cases of third and fourth grade children writing persuasive letters gathered during six-month naturalistic studies of literacy practices and social identities in contrastive communities (one urban, one suburban), these data challenge the developmental generalization by showing that children in these settings can write persuasively. Further, this work complicates understandings of children\u27s persuasive writing by showing how assignments and local cultures shape children\u27s writing. Evidence is developed through rich description of the case study settings and instructional tasks, a typology of the children\u27s persuasive strategies, and a critical discourse analysis of the children\u27s persuasive letters. This study suggests that children in both communities are capable of persuasive writing, although they enact different patterns of response, drawing on locally learned discourses. The settings, the hybridity of the persuasive letter as both argument and letter, and the children\u27s habitus may account for some of the differences in how the children address the tasks through ranges of centeredness and agentive strategies. Differing patterns of response suggest new frames for viewing and fostering children\u27s argumentative competence in a range of settings, including understandings of agency. The author encourages a research agenda that accounts for socially situated classroom and community practices, and argues for ongoing research and critique of the power and place of persuasive writing for children in a range of schools

Pre-service teachers as designers in the context of advertising literacy education

The present study describes how teacher design teams (TDTs) in pre-service education were set up to create in-school programs about advertising. A multiple case-study design was employed to reveal what kinds of input-, process-, and output-related factors facilitate or hinder the collaboration of three voluntarily participating teams of pre-service teachers. By combining pre-TDT questionnaire data with an analysis of audiorecorded team design discussions and reflective data collected after the design process, we found that the participating student teachers (1) were unfamiliar with design assignments at the start of the project, but were all intrinsically motivated to take part; (2) especially express practical concerns when designing learning materials, and (3) argue that TDTs positively contribute to their professional development. As this study revealed both facilitating and hindering factors, recommendations for future organization of and research on TDTs in pre-service education are offered

The effectiveness of robot-enacted messages to reduce the consumption of high-sugar energy drinks

This exploratory study examines the effectiveness of social robots' ability to deliver advertising messages using different "appeals" in a business environment. Specifically, it explores the use of three types of message appeals in a human-robot interaction scenario: guilt, humour and non-emotional. The study extends past research in advertising by exploring whether messages communicated by social robots can impact consumers' behaviour. Using an experimental research design, the emotional-themed messages focus on the health-related properties of two fictitious energy drink brands. The findings show mixed results for humour and guilt messages. When the robot delivered a promotion message using humour, participants perceived it as being less manipulative. Participants who were exposed to humourous messages also demonstrated a significantly greater intent for future purchase decisions. However, guilt messages were more likely to persuade consumers to change their brand selection. This study contributes to the literature as it provides empirical evidence on the social robots' ability to deliver different advertising messages. It has practical implications for businesses as a growing number seek to employ humanoids to promote their services

Assessing the Potential Effectiveness of Environmental Advertising: The Influence of Ecological Concern and Ad Type on Systematic Information Processing

Following the postulation of motivation propelled message processing brought up by Chaiken, Giner-Sorolla and Chen (1996) within the framework of the heuristic-systematic model (HSM) (Chaiken, 1980; 1987; Chaiken, Liberman, & Eagly, 1989), this study attempts to explore the extent to which individuals\u27 environmental concern can affect persuasion via systematic information processing. The study examines the comparative effectiveness of a product-based informational approach versus a social norm-based transformational approach regarding individuals with varied levels of environmental concern. A mixed model design is conducted to test the relationship between environmental concern, ad type, systematic processing of information and advertising effectiveness. The regression analysis performed on the results of 167 students\u27 responses to the study shows no interaction effects between environmental concern and ad type. Nevertheless, students\u27 environmental concern is found to be an important predictor of systematic processing of ad information, their perception of advertising message featuring ecological benefits, their evaluation of the brand performance and their propensity to purchase green