Cognitive Preferences and Learning Drive: Investigating Thinking Styles and Motivation in Digital Video Production

Authors

  • Wan Nor Ashiqin Wan Ali
  • Mohd Noorulfakhri Yaacob
  • Wan Ahmad Jaafar Wan Yahaya

Abstract

This study investigates the relationship between thinking styles; legislative, executive and judicial, and perceived motivation in the context of digital video production education. Grounded in Sternberg’s Theory of Mental Self-Government (MSG) and Keller’s ARCS model of motivation, the research examines the differential effects of two instructional pacing modes: learner-paced (DVC-LS) and system-paced (DVC-SS). The primary objective is to explore how these cognitive styles interact with instructional design to influence student motivation and engagement. A quasi-experimental design employing a 2x3 factorial structure was used, involving undergraduate students enrolled in multimedia and digital content development courses. Data were collected through validated instruments and analyzed using ANOVA and ANCOVA techniques to determine main and interaction effects. The findings reveal that legislative thinkers exhibit significantly higher levels of intrinsic motivation in learner-paced environments that offer greater autonomy and flexibility. Conversely, executive and judicial thinkers demonstrate stronger motivation and engagement in structured, system-paced settings where clear guidance and defined expectations are present. The results suggest that tailoring instructional strategies to match students’ cognitive preferences can significantly enhance motivational outcomes and learning effectiveness. This study contributes to the growing body of literature emphasizing the role of personalized learning environments in higher education. By aligning instructional pacing with learners' cognitive characteristics, educators can foster deeper engagement, improved motivation and better overall academic performance. The findings have practical implications for the design of digital courseware, particularly in creative and skill-based domains such as digital video production. Keywords: Thinking styles, motivation, digital video, learner-paced, instructional design. https://doi.org/10.17576/JKMJC-2025-4103-29

Author Biographies

Wan Nor Ashiqin Wan Ali

Ts. Dr. Wan Nor Ashiqin Wan Ali is a senior lecturer at Faculty of Intelligent Computing, Universiti Malaysia Perlis, 02600 Arau, Perlis, Malaysia. She holds Bachelor of Science (BSc. in Information Technology), Master of Science (MSc. in Information Technology and Quantitative Sciences) from Universiti Teknologi MARA (UiTM), Shah Alam, Malaysia, and Doctor of Philosophy in Instructional Multimedia from Universiti Sains Malaysia. She is actively involving in research related to information technology, instructional multimedia, computational thinking, and educational technology. Email: ashiqinali@unimap.edu.my

Mohd Noorulfakhri Yaacob

Ts. Dr. Mohd Noorulfakhri Yaacob is a Senior Lecturer at Universiti Malaysia Perlis (UniMAP), 02600 Arau, Perlis, Malaysia. He have nearly two decades of experience in IT roles at the university. He holds a PhD in Communication and Information Technology (2021), and previously served as System Analyst managing data center operations from 2017-2022. His research specializes in biometric authentication systems, particularly keystroke dynamics, cybersecurity, and computer forensics, with publications in international journals. As a certified Professional Technologist, he holds multiple Microsoft and EC-Council security certifications and has led various national-level ICT projects with Malaysia's Ministry of Higher Education. Contact: fakhri@unimap.edu.my

Wan Ahmad Jaafar Wan Yahaya

Professor Dr. Wan Ahmad Jaafar Wan Yahaya is a professor and director of Centre for Instructional & Multimedia at Universiti Sains Malaysia, 11700 Gelugor, Penang, Malaysia. He is also a President of Malaysian Educational Technology Association (META) (2020-2022). He holds Bachelor of Arts from University of Malaya, Kuala Lumpur, Masters in Education (ICT in Education) from University of Manchester, United Kingdom and PhD (Multimedia in Education) from University of Leeds, United Kingdom. He is actively supervising postgraduate students (PhD and Master) and has more than 30 PhD and Master students graduated. He has more than 27 international, national and university grants. He is actively involving in research and innovations related to multimedia instructional design and educational technology. Email: wajwy@usm.my

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Published

2025-09-30

Issue

Vol. 41 No. 3 (2025)

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Special Articles

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