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1. The Tale of Two DialecticsAndrew DarwitanHerbert Eng
WeiwenThamonwan Rojawanichkit (PingPing)Jonathan Lee ChengChun
2. Introduction Previous research on RFT Used short-term
hypothetical priming scenarios Required knowledge of inherent
traits of audiences Explanations did not mark out boundary
conditions Longitudinal field experiment to better understand
exercise motivation Ecological emphasis Bootstrapping statistical
techniques to explain mediation links Practical goal of designing
creative campaigns with 3G mobile devices in mind Capitalize on the
sustainability and scalability potential of mobile-centric
campaigns
3. Regulatory Fit Theory Promotion Prevention Presence of
Absence ofSuccess Positives Negatives Absence of Presence of
Failure Positives Negatives eager vigilant means means
4. Prevention Focus Interdependent Self-construal Message
Framing Competitive Environment Value Derived from FitRegulatory
Fit Theory
5. Prevention Focus Independent Self-construal Message Framing
Competitive Environment Non-fit: Goal Pursuit DisruptedRegulatory
Fit Theory
6. Environmental Nutriments Organismic Dialectical Relatedness
Autonomy CompetenceSelf-Determination Theory
7. Copresence Sensation of being together with others without
actually being physically together Mutual awareness Social
connectedness
9. H1: Behaviour = Value Derived from Fit?H5:
H6:CE>Copresence>Reconcile Int. Motivation
10. H1. Behaviour as Value Derived from Fit ANCOVA showed
marginal support (p=.059) D (Fit) Affirmed RFT A cross Note that
participants exercised the C most in the vigilance- interdependent
B (Non-fit) fit condition (D)
11. H2. Vigilance Messages fulfill autonomy needs better
Marginally supported H2a) Main effect on perceived choice (p=.09)
H2b) Main effect on perceived value (n.s.) Competitive Environment
Independent Interdependent Message Framing Eagerness Frame
(Promotion Focus) Vigilance Frame (Prevention Focus)
12. H3. Interdependent competition fulfills competence needs
better Marginally supported H3a) Main effect on perceived
competence (n.s.) H3b) Main effect on perceived effort (p=.07)
Competitive Environment Independent Interdependent Message Framing
Eagerness Frame (Promotion Focus) Vigilance Frame (Prevention
Focus)
15. H2. Mediation through Autonomy Intrinsic Motivation
Exercise Intention .28Message .35Framing .38 BehaviourVigilance
Perceived .94 over ChoiceEagerness MF creates anticipatory Autonomy
need expectations of the satisfaction future through autonomy
need
16. H5. Statistically reconciling RFT and SDTCollapsed 22 into
Fit vs. Non-fit(Latimer et al., 2008; Jin & Lee, 2010)
Intrinsic Motivation ? Choice (Autonomy) Regulatory Fit Value
(Autonomy) FIT (A+D) Behaviour vs. Competence (Competence)
Valuenon-FIT (B+C) Derived Effort (Competence) from Fit Relatedness
Interpersonal Discussion
17. H5. Statistically reconciling RFT and SDT Need all 3 needs
to be fulfilled for optimal sustenance of intrinsic motivation RFT
needs SDT to complete the picture But RFT does add to SDT too! RFTs
increased motivational intensity, however short-lived, may provide
the initial impetus for motivation change or acquisition
18. H5. Statistically reconciling RFT and SDT[Recent research]
has shown that enduring changes in motivation takes place
throughsmall changes happening at the situational level and that
are internalised on a numberof occasions at the contextual level
[RFT] When repeated several times, suchinstances of small positive
impact of situational motivation on contextual motivationleads to
gradual changes that become internalised [SDT]. (Vallerand et al.,
2008) RFT: short term motivation Processual change or acquisition
Cycles SDT: long term motivational sustenance
19. H6. Examining CE effects through Copresence Intrinsic
Motivation Choice (Autonomy) Competitive Environment Value
(Autonomy) Interdependent Copresence Competence (Competence)over
Independent Effort (Competence) RelatednessAdds on to Song et al.
(2010) Interpersonal Discussion Exercise Intention
20. Practical Implications No need to know Regulatory Foci of
audiences Intergroup competition mobile games with vigilance
messages work best Embed such messages into story narratives to
satisfy autonomy needs Gamification and Augmented Reality to
heighten feelings of copresence Also satisfy competence and
relatedness needs (one stone kill two birds)
21. Practical Implications Capitalize on RFT fit principles to
quickly gain critical mass to fuel copresence Social connectedness
+ Mutual awareness Presents insights for new generation Internet
start-ups E.g. Serious games for experiential learning (education)
More scalable and sustainable mobile- centric campaigns