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  


A growing body of research on the social psychology of interactivity, arguably the most distinctive aspect of computer-based media, has been documenting the persuasive influence of technologies that allow media users to interact with media interfaces. In the media equation literature, for example, interactivity is considered a primary reason for users social responses to computers (Reeves and Nass 1996). Interactivity serves the function of providing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands