Interactivity and Persuasion: Influencing Attitudes with Information and Involvement

The recent arrival of interactive messaging/marketing units (IMUs) begs the question: Does interacting with an advertisement enhance its persuasive appeal? How does interactivity compare with other structural features of online ads such as animation and ad shape? A 3 (Interactivity: Low, Medium, High) x 2 (Animation: Animated, Static) x 2 (Ad Shape: Banner, Square) fully-crossed factorial within-participants experiment was conducted to explore these questions.
  
Interactivity and Persuasion

Interactivity and Persuasion: Influencing Attitudes with Information and Involvement

S. Shyam SundarJinhee KimPenn State University  

Introduction

A growing body of research on the social psychology of interactivity,...