1 Interactive Persuasive Learning for the Elderly: A Conceptual Model 1 Abdul Nasir Zulkifli, 2 Mazida Ahmad, 1 Juliana Aida Abu Bakar, 1 Ruzinoor Che Mat and 3 Nurtihah Mohamed Noor 1 School of Multimedia Technology and Communication 2 School of Computing Universiti Utara Malaysia UUM Sintok, Kedah, Malaysia 3 Faculty of Computer Science and Mathematics Universiti Teknologi MARA Shah Alam, Selangor, Malaysia nasirzul@uum.edu.my; mazida@uum.edu.my; liana@uum.edu.my; ruzinoor@uum.edu.my and nurtihah_83@yahoo.com Abstract Interactive media technology promotes self-directed and active learning approaches and has the capability to foster the learning process. Furthermore, the emergence of persuasive technology has increased the application of interactive media in learning in a variety of ways. Persuasive technology can be implemented in the design and development of a computer application that can persuade users to change their attitudes and behaviours so as to accelerate the learning process. The aim of this paper is to develop a conceptual model of an interactive persuasive learning system to encourage the elderly to use a computer application for learning. Based on a review of the related literature on persuasive technology and interactive media, a conceptual model is developed. The proposed conceptual model will be helpful in the design and development of an interactive media system that encourages engagement in learning processes among the elderly. Keywords: interactive media; persuasive technology; interactive persuasive learning; elderly 1. Introduction A plethora of researchers have discussed the elements of an interactive media system that has a persuasive impact on users such as motivation (Lehto & Oinas-Kukkonen, 2011; Fogg, 2003), experience (Berkovsky et al., 2012; Fogg, 2003), cognitive process comprehension (Oinas-Kukkonen & Harjumaa, 2009; Fogg et al., 2007) and others. Each researcher has 1 Associate Professor Abdul Nasir Zulkifli, Dr. Juliana Aida Abu Bakar and Dr. Ruzinoor Che Mat, School of Multimedia Technology and Communication, Universiti Utara Malaysia. 2 Dr. Mazida Ahmad, School of Computing, Universiti Utara Malaysia. 3 Nurtihah Mohamed Noor, Faculty of Computer Science and Mathematics, Universiti Teknologi MARA.