KR101561765B1 - Method and Apparatus for Matching of Persuasive Factor based on Motivation - Google Patents

Method and Apparatus for Matching of Persuasive Factor based on Motivation Download PDF

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KR101561765B1
KR101561765B1 KR1020140009093A KR20140009093A KR101561765B1 KR 101561765 B1 KR101561765 B1 KR 101561765B1 KR 1020140009093 A KR1020140009093 A KR 1020140009093A KR 20140009093 A KR20140009093 A KR 20140009093A KR 101561765 B1 KR101561765 B1 KR 101561765B1
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motivation
degree
user
plurality
persuasion
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KR1020140009093A
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KR20150088592A (en
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서경원
류호경
김지은
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한양대학교 산학협력단
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Abstract

A motivation-based persuasion factor matching method and apparatus are presented. A motivation-based persuasion factor matching method includes measuring a motivation degree of a user through one of a plurality of channels, determining a degree of motivation according to the measurement result, calculating a plurality of persuasion factors corresponding to the motivation degree Matching step. And providing a persuasive process in the business model in terms of the matched persuasive factor to the user, checking how the level of motivation varies according to the business model performance pattern of the user, And modifying the plurality of persuasion factors according to the changed motivation degree when the change is made.

Description

TECHNICAL FIELD The present invention relates to a motivation-based persuasive factor matching method and apparatus,

The present invention relates to a method and apparatus for providing a differentiated type of business model persuasion factor according to an individual so as to increase an individual's adaptation or acquisition probability to the business.

There has been no prior art similar to the motivation-based persuasion factor matching method and apparatus described below. However, the problem of the existing methodology is that, for example, based on objective external persuasion factors such as the weather, time, place, situation, and media when the user purchases the goods, I took a way to persuade the user by presenting it. These external data are easy to collect, but they have limitations in considering the psychological, personality, and social aspects of users who have played an important role in the actual purchase, considering only the point of appearance. In other words, the prior art utilizes external data (age, gender, purchase pattern, residence, etc.), rather than the intrinsic motivation of the user, for business model recommendation and positioning. In this case, problems may occur by relying heavily on the external data of the user, so a method for overcoming this problem is required.

SUMMARY OF THE INVENTION The present invention has been made in view of the above problems, and it is an object of the present invention to provide a business model recommendation method using only external data (age, sex, purchase pattern, And a method and an apparatus for improving the problem.

In one aspect, a synchronization-based persuasion factor matching method proposed by the present invention includes the steps of measuring a degree of motivation of a user through one of a plurality of channels, determining a degree of motivation according to the measurement result, And matching the plurality of persuasion factors corresponding to the degree of grant.

The step of measuring a degree of motivation of a user through one of the plurality of channels may measure a degree of motivation of the user through one of the plurality of channels including a method of inputting via web, mobile, and writing.

The degree of motivation can be measured to track and analyze the intrinsic mechanism of the psychological, personality, and socio-cultural motivation of the user.

The step of ascertaining the level of motivation according to the measurement results can be determined by measuring non-regulation, external regulation, acceptance regulation, confirmation regulation, integration regulation, and internal regulation.

The step of matching a plurality of persuasion factors corresponding to the degree of motivation may match the plurality of persuasion factors including autonomy, relationship, compensation, effect, mental accounting.

And providing the user with a persuasive process in the business model in terms of the matched persuasive factor.

The matched persuasion factor may be a differentiated persuasion factor depending on the degree of motivation.

And checking how the degree of motivation varies according to the business model execution pattern of the user.

And modifying the plurality of persuasion factors according to the changed degree of motivation when the degree of motivation is changed.

According to another aspect of the present invention, a synchronization-based persuasion factor matching apparatus proposed by the present invention includes a measurement unit for measuring a degree of motivation of a user through one of a plurality of channels, an analysis And a controller for matching a plurality of persuasion factors corresponding to the degree of motivation.

The measurement unit may measure a degree of motivation of a user who is input through one of the plurality of channels input through web, mobile, and paper.

The control unit may provide the user with a persuasive process in the business model in terms of the matched persuasive factors.

The controller may provide the matched persuasion factor differentiated according to the degree of motivation.

The control unit can check how the degree of motivation varies according to the business model execution pattern of the user.

The control unit may modify the plurality of persuasion factors according to the changed degree of motivation when the degree of motivation is changed.

According to embodiments of the present invention, a persuasive process for a business model can be provided in different forms according to a user's motivation pattern. By using the user's inherent data, it is possible to derive a more rational interpretation and application based on the user's internal variables that can affect the user's performance of a specific action. This can overcome problems that have arisen from existing marketing relying heavily on external data. Therefore, the present invention can be easily utilized in a marketing field for recommending a business model suitable for a user.

FIG. 1 is a flowchart illustrating a motivation-based persuasion factor matching method according to an embodiment of the present invention.
FIG. 2 is a diagram for explaining a process of determining a degree of motivation according to an embodiment of the present invention.
FIG. 3 is a diagram illustrating a process of matching a plurality of persuasion factors corresponding to a degree of motivation according to an embodiment of the present invention.
4 is a diagram for explaining a motivation-based persuasion factor matching apparatus according to an embodiment of the present invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

FIG. 1 is a flowchart illustrating a motivation-based persuasion factor matching method according to an embodiment of the present invention. The proposed method can increase the probability of adaptation or acquisition of the individual to the business by providing a differentiated type of business model persuasion factor depending on the degree of individual motivation. The proposed method is based on five types of motivational factors (autonomy, relatedness, competence, reinforcement, and intrinsic regulation) according to six types of motivation (non-regulation, external regulation, introjected regulation, mental accounting) to different degrees. By providing a persuasion factor appropriate to the degree of motivation of the user, the user can accommodate the business model.

The proposed motivation-based persuasive factor matching method includes measuring (110) a degree of motivation of a user through one of a plurality of channels, determining a degree of motivation according to the measurement result (120) A step 140 of matching a plurality of persuasion factors corresponding to the user's business model to a persuasive process in the business model in terms of the matched persuasion factor 140, Checking whether the degree of motivation varies; and if the degree of motivation is changed, modifying the plurality of persuasion factors according to the changed motivation level (160).

At step 110, the degree of motivation of the user may be measured via one of the plurality of channels. The plurality of channels may include a method of inputting the degree of motivation of the user through web, mobile, and writing. The degree of motivation of the user can be input and measured using one of the plurality of channels. The degree of user motivation can be measured to track and analyze the intrinsic mechanism of the psychological, personality, and socio-cultural motivation of the user.

In step 120, the degree of motivation can be grasped according to the measurement result. The steps to determine the degree of motivation according to the measurement result are non-regulation, external regulation, introjected regulation, identified regulation, integrated regulation, Intrinsic regulation can be measured and measured.

In step 130, a plurality of persuasion factors corresponding to the degree of motivation may be matched. The step of matching a plurality of persuasive factors corresponding to the degree of motivation may include comparing the plurality of persuasive factors, including autonomy, relevance, competence, reinsurance, and mental accounting, Can be matched. The explanation of the five persuasive factors is as follows.

Autonomy: Autonomy The persuasive factor indicates how autonomy is given to accepting a business model. For example, users with extrinsic motivation are more likely to be more authoritarian and authoritative, and users with intrinsic motivation can accept autonomously their business. .

Relatedness: Relatedness The persuasion factor can indicate the setting of the relationship with other users. For example, an exogenous motivating user can make a competitive relationship with another user. Conversely, intrinsic motivation users are less interested in other users, so they can lead to a more collaborative relationship.

Competence: Competence The persuasion factor can represent aspects of rewards. For example, an external motivating user can make monetary and material compensation, and an intrinsic motivating user can make intrinsic compensation such as curiosity and fun.

Reinforcement: Reinforcement A persuasive factor can represent a form of feedback that is crucial to making a user accept a business model. For example, in the case of exogenous motivated users, negative reinforcement by not accepting the business model (negative reinforcement), and intrinsic motivation users to emphasize positive reinforcement by accepting the model can do.

Mental accounting: Mental accounting The persuasive factor can indicate when a user expects the business model to have an effect. For example, an external motivating user may want to get something right through his business model. Conversely, intrinsic motivation users may want to be rewarded in the future, even if they do not immediately benefit by accepting the business model. Thus, a persuasive process for a business model can be provided in different forms depending on the type of motivation of the user. This can overcome problems that have arisen from existing marketing relying heavily on external data.

At step 140, a persuasive process may be provided to the user in a business model in terms of matched persuasive factors. At this time, the matched persuasion factor may be a different persuasion factor depending on the degree of motivation.

In step 150, it is possible to check how the degree of motivation varies according to the business model execution pattern of the user. In step 160, when the degree of motivation is changed, the plurality of persuasion factors may be modified according to the changed degree of motivation. The number of persuasive factors corresponding to the degree of motivation can be matched again by reflecting the corrected persuasion factor. The process of grasping the degree of motivation according to an embodiment will be described in detail with reference to FIG.

FIG. 2 is a diagram for explaining a process of determining a degree of motivation according to an embodiment of the present invention. First, the degree of motivation of the user can be measured through one of a plurality of channels. The plurality of channels may include a method of inputting the degree of motivation of the user through web, mobile, and writing. The degree of motivation of the user can be input and measured using one of the plurality of channels. The degree of user motivation can be measured to track and analyze the intrinsic mechanism of the psychological, personality, and socio-cultural motivation of the user. And the degree of motivation can be grasped according to the measurement result. This level of motivation may largely include amotivation 310, estrinsic motivation 320, and intrinsic motivation 330.

Non-regulation (311) Motivation corresponds to amotivation (310), external regulation (321), introjected regulation (322), identified regulation (323), and integrated regulation (324) may correspond to Estrinsic motivation (320). And intrinsic regulation (331) may correspond to intrinsic motivation (330). For example, an embodiment of the present invention will be described based on the recent growing functional game market. Functional games are not only the fun of the game, but also have a special purpose, which can have additional purposes such as education and rehabilitation. If the patient who is rehabilitating through the functional game corresponds to the external motivating user, the form of the game can be successfully accepted because the appropriate persuasion factor is provided. According to the motivation degree of the user described above, the acceptance rate of the user's functional game can be increased by providing the different perspectives of the five aspects. Next, referring to FIG. 3, a process of matching a plurality of persuasion factors corresponding to the degree of motivation according to an embodiment will be described.

FIG. 3 is a diagram illustrating a process of matching a plurality of persuasion factors corresponding to a degree of motivation according to an embodiment of the present invention.

As described in FIG. 2, after grasping the degree of motivation, a plurality of persuasion factors corresponding to the degree of motivation can be matched. If the measurement reveals that the patient has a type of motivation that belongs to the introjected regulation, then the five implicit persuasive factors corresponding to that type of motivation can be matched. A plurality of persuasion factors including Autonomy 310, Relatedness 320, Competence 330, Reinforcement 340, and Mental accounting 350, Can be matched. Autonomy (310) In the case of persuasive factors, persuasive factors can be matched according to whether they are authoritative or non-authoritative (360). Relatedness (320) In the case of persuasive factors, the persuasive factors can be matched according to the degree of competition and cooperative. Competence (330) In the case of persuasive factors, persuasion factors can be matched by the degree of external rewards and internal rewards. Reinforcement (340) In the case of persuasive factors, the persuasive factors can be matched according to the degree of negative reinforcement and positive reinforcement. Mental accounting (350) In the case of persuasive factors, persuasion factors can be matched according to the present value and the future value.

2, a case of a functional game will be described by way of example. In the case of external motivational users, the autonomy persuasion factor requires a more coercive and exclusively serviceable type of service. Therefore, a single player game (single player game. Relationshipness The persuasion factor can provide individual games and competitive games that can form a competitive relationship with other users. Competence The persuasion factor allows the user to obtain monetary and material rewards through a ranking-based game. Reinforcement The persuasion factor allows the user to play the game by giving the user negative effects (craving, carrot & whip games) if they do not play the game. Mental accounting persuasive factors can provide killing-time content that allows entrepreneurial motivational users to get something out of the box because they want to get something right through their business model. The user can perform a functional game in a form suitable for himself / herself in this manner. Also, it is possible to check how the degree of motivation for the functional game changes according to the usage pattern of the user's functional game during the execution. If the motivation level of the user changes, then the five inherent persuasion factors provided by the degree of motivation must also be changed. The number of persuasive factors corresponding to the degree of motivation can be matched again by reflecting the corrected persuasion factor. The method for performing the functional game is an embodiment only. The present invention is applied not only to the functional game but also to the medical field, the education field, and the marketing field, so that the user can make more reasonable Interpretation and application.

For example, an embodiment of the present invention will be described in the medical field related to ADHD. If the ADHD patient is an external motivating user, the patient can be treated by providing a program with appropriate persuasive factors. If the measurement reveals that the patient has a type of motivation that belongs to the introjected regulation, then the five implicit persuasive factors corresponding to that type of motivation can be matched. A treatment program suitable for the type of motivation can be found in terms of five persuasive factors. Autonomy The persuasive factor should be a more coercive and competitive form of service for exogenous motivated patients. Therefore, programs that overcome ADHD through anti-simulant can be provided rather than autonomously overcoming ADHD. Relatedness The persuasion factor can make it possible to form a competitive relationship with other users. You can provide treatment programs through monitoring rather than tie up with family, friends, and others who experience the same illness. Competence The persuasive factor is a treatment that is effective through competitive relationships, but it does not like being overly competitive, so rather than giving psycho-therapy a feeling of being controlled, (stress reduction) program. Reinforcement The persuasive factor may reduce the willingness to treat ADHD in exogenous motivated patients. Thus, sleep can be induced to sleep with feedback on the current state. Mental accounting The persuasive factor can provide motivating exercises that can get enough fun because the exogenous motivation patient wants to do something right away. The patient can perform the proposed type of treatment program in this way. It is also possible to check how the level of motivation for ADHD treatment varies according to the pattern of use of the patient's ADHD medical program. If the patient's motivation level is changed, the five implicit persuasive factors provided by the degree of motivation must also change. The number of persuasive factors corresponding to the degree of motivation can be matched again by reflecting the corrected persuasion factor.

In another example, an embodiment of the present invention will be described in the art education field. If a student receiving art education is an externally motivated user, art education can be provided to the student by providing a program with appropriate persuasion factors. If the measurement reveals that the patient has a type of motivation that belongs to the introjected regulation, then the five implicit persuasive factors corresponding to that type of motivation can be matched. A treatment program suitable for the type of motivation can be found in terms of five persuasive factors. Autonomy The persuasive factor is that students with extrinsic motivation should be provided with a more coercive and competitive form of service. Therefore, it is possible to provide a program that allows students to learn about art through a non-self-esteem, sociometer theory rather than a self-esteem or sociometer theory. Relationshipness The persuasive factor makes it possible to form a competitive relationship with other users. Rather than studying art through relationships with others, it can lead to learning art through competition with others. Competence The persuasion factor helps to keep learning by maintaining a balance of skills and knowledge rather than using others and social flows to prevent over-competition (skill-knowledge balance) . Reinforcement The persuasive factor is the persistence and willingness to learn in the case of exogenous motivated students. Therefore, it is possible to maintain learning through strong feedback such as corporal punishment. Mental accounting The persuasive factor can provide curiosity and exciting activities and curiosity that can be amusing enough for an exogenous motivation student to want to do something right away. In this way, the student can receive art education in a form suitable for himself / herself. It is also possible to check how the degree of motivation for art education changes as a student progresses through the art education program. If the motivation level of a student changes, the five implicit persuasive factors provided by the degree of motivation must also change. The number of persuasive factors corresponding to the degree of motivation can be matched again by reflecting the corrected persuasion factor.

4 is a diagram for explaining a motivation-based persuasion factor matching apparatus according to an embodiment of the present invention. The motivation-based persuasion factor matching apparatus may include a measurement unit 410, an analysis unit 420, and a control unit 430.

The measurement unit 410 may measure the degree of motivation of the user through one of the plurality of channels. The measuring unit 410 may measure the degree of motivation of a user who is input through one of the plurality of channels input through the web, mobile, and writing. The degree of user motivation can be measured to track and analyze the intrinsic mechanism of the psychological, personality, and socio-cultural motivation of the user.

The degree of motivation can be grasped according to the measurement result of the analysis unit 420. The degree of motivation is measured by measuring non-regulation, external regulation, introjected regulation, identified regulation, integrated regulation, and intrinsic regulation .

The control unit 430 may match a plurality of persuasion factors corresponding to the degree of motivation. The control unit 430 may provide the user with a persuasive process in the business model in terms of matched persuasive factors. At this time, the plurality of persuasion factors including Autonomy, Relatedness, Competence, Reinforcement, and Mental accounting may be matched. In other words, the matched persuasion factor can be differentiated according to the degree of motivation. Also, it is possible to check how the degree of motivation varies according to the business model execution pattern of the user. If the degree of motivation is changed, it is possible to control the plurality of persuasion factors to be modified according to the changed degree of motivation. The number of persuasive factors corresponding to the degree of motivation can be matched again by reflecting the corrected persuasion factor.

The apparatus described above may be implemented as a hardware component, a software component, and / or a combination of hardware components and software components. For example, the apparatus and components described in the embodiments may be implemented within a computer system, such as, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable array (FPA) A programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions. The processing device may execute an operating system (OS) and one or more software applications running on the operating system. The processing device may also access, store, manipulate, process, and generate data in response to execution of the software. For ease of understanding, the processing apparatus may be described as being used singly, but those skilled in the art will recognize that the processing apparatus may have a plurality of processing elements and / As shown in FIG. For example, the processing unit may comprise a plurality of processors or one processor and one controller. Other processing configurations are also possible, such as a parallel processor.

The software may include a computer program, code, instructions, or a combination of one or more of the foregoing, and may be configured to configure the processing device to operate as desired or to process it collectively or collectively Device can be commanded. The software and / or data may be in the form of any type of machine, component, physical device, virtual equipment, computer storage media, or device , Or may be permanently or temporarily embodied in a transmitted signal wave. The software may be distributed over a networked computer system and stored or executed in a distributed manner. The software and data may be stored on one or more computer readable recording media.

The method according to an embodiment may be implemented in the form of a program command that can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, and the like, alone or in combination. The program instructions to be recorded on the medium may be those specially designed and configured for the embodiments or may be available to those skilled in the art of computer software. Examples of computer-readable media include magnetic media such as hard disks, floppy disks and magnetic tape; optical media such as CD-ROMs and DVDs; magnetic media such as floppy disks; Magneto-optical media, and hardware devices specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like. Examples of program instructions include machine language code such as those produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter or the like. The hardware devices described above may be configured to operate as one or more software modules to perform the operations of the embodiments, and vice versa.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed exemplary embodiments. For example, it is to be understood that the techniques described may be performed in a different order than the described methods, and / or that components of the described systems, structures, devices, circuits, Lt; / RTI > or equivalents, even if it is replaced or replaced.

Therefore, other implementations, other embodiments, and equivalents to the claims are also within the scope of the following claims.

Claims (10)

  1. A method for persuasive factor matching performed on a computer,
    Measuring a degree of motivation of the user through one of the plurality of channels;
    Determining a degree of motivation based on the measurement result; And
    A step of matching a plurality of persuasion factors corresponding to the degree of motivation
    Lt; / RTI >
    Wherein the plurality of channels includes a method of receiving input through a web or a mobile, measuring a degree of motivation of the user through one of the plurality of channels,
    The plurality of channels can be determined by measuring the non-regulation, the external regulation, the accommodation regulation, the verification regulation, the integrated regulation, and the internal regulation through the functional game in which the user cooperates with another user or the mission proceeds alone, And the degree of motivation is determined according to the degree of motivation.
  2. delete
  3. The method according to claim 1,
    The degree of motivation is measured to track and analyze the intrinsic mechanism of the psychological, personality, and socio-cultural motivation of the user
    Persuasive factor matching method.
  4. delete
  5. The method according to claim 1,
    Wherein matching the plurality of persuasion factors corresponding to the degree of motivation comprises:
    Matching the plurality of persuasion factors including autonomy, relationship, reward, effect, mental accounting
    Persuasive factor matching method.
  6. The method according to claim 1,
    Providing the user with a persuasive process in the business model in terms of the matched persuasive factor
    Further comprising the steps of:
  7. The method according to claim 6,
    Wherein the matched persuasion factors are differentiated according to the degree of motivation
    Persuasive factor matching method.
  8. The method according to claim 6,
    Checking whether the degree of motivation varies according to the business model execution pattern of the user
    Further comprising the steps of:
  9. 9. The method of claim 8,
    Modifying the plurality of persuasion factors according to the changed motivation degree when the motivation degree is changed
    Further comprising the steps of:
  10. In a persuasion factor matching apparatus,
    A measurement unit for measuring a degree of motivation of the user through one of the plurality of channels;
    An analysis unit for determining a degree of motivation according to the measurement result; And
    A controller for matching a plurality of persuasion factors corresponding to the degree of motivation;
    Lt; / RTI >
    Wherein the measuring unit comprises:
    Measuring a degree of motivation of the user through one of the plurality of channels including a method of receiving input through a web, a mobile,
    The analyzing unit,
    By observing and measuring non-rules, external rules, acceptance rules, confirmation rules, integration rules, and internal rules through functional games that collaborate with other users or perform missions alone, Wherein the first and second perspectives match each other.
KR1020140009093A 2014-01-24 2014-01-24 Method and Apparatus for Matching of Persuasive Factor based on Motivation KR101561765B1 (en)

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Citations (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20120284080A1 (en) * 2011-05-04 2012-11-08 Telefonica S.A. Customer cognitive style prediction model based on mobile behavioral profile

Patent Citations (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US20120284080A1 (en) * 2011-05-04 2012-11-08 Telefonica S.A. Customer cognitive style prediction model based on mobile behavioral profile

Non-Patent Citations (2)

* Cited by examiner, † Cited by third party
Title
Jacob B. Hirsh 외 2인, ‘Personalized Persuation: Tailoring Persuasive Appeals to Recipients’ Personality Traits’, Association for Psychological Science 23(6), 2012, pp.578-581*
Jean-Marc Lech, John Hallward, 'Moods, Minds, and Motivations - Measuring Emotions for Advertising Results', IPSOS IDEAS, 2005

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