Title: Maternal instinct semantic factors model innovation: alcohol drinking behaviour modification learning in health volunteer housewives

Authors: Thunyaporn Jaimung; Pitipong Yodmongkol; Nopasit Chakpitak; Pradorn Sureephong

Addresses: College of Arts, Media and Technology, Chiang Mai University, 239 Huay Kaew Road, Muang District, Chiang Mai 50200, Thailand ' College of Arts, Media and Technology, Chiang Mai University, 239 Huay Kaew Road, Muang District, Chiang Mai 50200, Thailand ' College of Arts, Media and Technology, Chiang Mai University, 239 Huay Kaew Road, Muang District, Chiang Mai 50200, Thailand ' College of Arts, Media and Technology, Chiang Mai University, 239 Huay Kaew Road, Muang District, Chiang Mai 50200, Thailand

Abstract: The purpose is to identify the semantic factors with attention to arouse the maternal instinct of housewives being as health volunteers. The samples of this research are 18 housewives being village health volunteers with high maternal instinct and alcohol drinking behaviour learning in the rural communities, Thailand. By using adaptive control of thought rational (ACT-R) process, based on maternal instinct implemented from the semantic model, maternal instinct semantic factors model innovation is found. It engages with six cognitions; finance, health, family, children, society's recognition and environment. Importantly, this model illustrates the 13 significant methods of activity designing.

Keywords: alcohol; drinking behaviour; housewives; Thailand; learning; maternal instinct; attention; village health volunteers; semantic factor innovation; alcohol modification learning; health volunteer learning; behaviour modification; rural communities; internal drivers; adaptive control of thought-rational; ACT-R; finance; health; family; children; society recognition; environment.

DOI: 10.1504/IJIL.2015.068469

International Journal of Innovation and Learning, 2015 Vol.17 No.3, pp.387 - 407

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 18 Mar 2015 *

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