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Exploring Persuasive Multimedia as an Attitude Formation Strategy for Abusers of Disabled Parking

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Executive Summary

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.

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