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

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.Reference to this paper should be made as follows: Jaimung, T., Yodmongkol, P., Chakpitak, N. and Sureephong, P. (2015) 'Maternal instinct semantic factors model innovation: alcohol drinking behaviour modification learning in health volunteer housewives', Int.