How does interactivity persuade? An experimental test of interactivity on cognitive absorption, elaboration, and attitudes

Jeeyun Oh, S. Shyam Sundar

Research output: Contribution to journalArticle

61 Scopus citations

Abstract

We explore theoretical mechanisms by which the interactivity of a medium enhances the persuasive potential of messages, by investigating the effects of 2 different types of website interactivity-modality interactivity and message interactivity-on the nature of user engagement with messages. In a 3 (Message Interactivity: High/Medium/Low) × 2 (Modality Interactivity: Slider/Control) factorial experiment (N = 167), we discovered that modality interactivity led to more positive assessment of the interface and greater cognitive absorption, contributing to more favorable attitudes toward the website and even toward the antismoking messages. However, it reduced the amount of message-related thoughts. In contrast, message interactivity enhanced message elaboration, leading to more positive attitudes among those with low involvement in the message topic.

Original languageEnglish (US)
Pages (from-to)213-236
Number of pages24
JournalJournal of Communication
Volume65
Issue number2
DOIs
StatePublished - Apr 1 2015

All Science Journal Classification (ASJC) codes

  • Communication
  • Language and Linguistics
  • Linguistics and Language

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