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.

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. Phenomenal growth in mobile phone usage
Malaysia 119.2


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. The great potential of mobile technologies
• Influencing attitudes, behavior and motivation
• when presented at the kairos or opportune
moment
• 

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. Designing with intent:
Persuasive Mobile Learning at OUM
Category Example
Forum 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 Luck
monitoring)
To succeed, we must first believe that we can. Quote by Michael
Motivation Korda. Always believe in yourself :-)

7. Designing with intent:
Persuasive Mobile Learning at OUM
May 2010 semester
1532 respondents out of a total of 6295 students
Category OUMH1103 OUMH1203 OUMM2103
Learning Skills English for Written Entrepreneurship
for ODL Communication
Content 10 6 11
Tips 3 5 2
Course management 4 3 3
Forum 8 9 9
Total number 25 23 25

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. Effectiveness of Suggestion Strategy
(Tips SMS)
Strongly agree Agree Somewhat agree Somewhat disagree Disagree Strongly disagree
Provided 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. Effectiveness of Self-Monitoring Strategy
(Course Management SMS)
Strongly agree Agree Somewhat agree Somewhat disagree Disagree Strongly disagree
Reminded 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. 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 people's 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. Impact
Item Mean S.D.
Enabled to learn anytime I wish to 6.80 2.01
Encouraged me to stay focused on my studies 6.77 1.91
Enabled me to learn anywhere I like 6.75 2.02
Helped me manage my learning better 6.71 1.89
1 = Strongly Disagree 10 = Strongly Agree

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. Comments / Enquiries?
Please contact
tina_lim@oum.edu.my