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2013 - Association for Education in Journalism and Mass Communication Pages: unavailable || Words: 8966 words || 
1. Oh, Jeeyun. and Sundar, S. Shyam. "How does Interactivity persuade? An Experimental Test of Interactivity on Cognitive Absorption, Elaboration, and Attitudes" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 Online <APPLICATION/PDF>. 2019-09-18 <>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: It is generally assumed that interactivity can create higher involvement in interacting with media. However, it is debatable whether this heightened degree of user activity can translate into engagement with content, and further, whether it can influence persuasion outcomes. This paper examines whether two different types of website interactivity can motivate users to cognitively engage with anti-smoking messages. A 3 (Message interactivity: High vs. Medium vs. Low) X 2 (Modality Interactivity: Slider vs. Control) factorial-design lab experiment was performed to test the persuasive effects of interactivity on the stimulus website (N = 167).
Results showed that Modality interactivity led to more positive interface assessment and greater cognitive absorption. These two factors, in turn, contributed to more favorable attitudes toward the website and even toward the anti-smoking messages. The presence of slider interaction technique significantly reduced the amount of message-related thoughts after browsing. In contrast, message interactivity enhanced message elaboration for participants, especially those with low involvement in the message topic. Theoretical and practical implications of these findings are discussed.

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