How Does Interactivity Persuade? An Experimental Test of Interactivity on Cognitive Absorption, Elaboration, and Attitudes
2015/02/27 by Jeeyun Oh, S. Shyam Sundar · 228 citations
Arts and Humanities · Psychology · Social Sciences · #Art #Cognition #Computer science #Digital Marketing and Social Media #Elaboration #Elaboration likelihood model #Humanities #Impact of Technology on Adolescents #Interactivity #Media Influence and Health #Media studies #Multimedia #Persuasion #Psychology #Social psychology #Sociology #Test (biology)
paper · doi:10.1111/jcom.12147
published in Journal of Communication 65(2), 213-236 (Oxford University Press)
openalex publication_date 2015/02/27 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/31
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.
Citations
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