How Does Interactivity Persuade? An Experimental Test of Interactivity on Cognitive Absorption, Elaboration, and Attitudes

Oh, Jeeyun; Sundar, S. Shyam

doi:10.1111/jcom.12147

Cited by 169 publications

(113 citation statements)

References 46 publications

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“…A second explanation for our finding could be that older adults perceived the mode-tailored website to be more interactive, which increased their attention to the website and consequently their recall of information. A recent study by Oh and Sundar (2015) showed that modality interactivity on a website led to more favorable evaluations and greater cognitive engagement with the website. In fact, in a similar study we found that a mode-tailored website was perceived to be more interactive, which led to greater satisfaction with the website, as compared to nontailored websites (Nguyen, Van Weert, Bol, Loos, & Smets, 2016).…”

Section: Discussionmentioning

confidence: 99%

“…Specifically, cognitive attributes such as working memory capacity and speed of processing that might explain age differences (Salthouse, 2004), and consequently how individuals interact with and respond to mode-tailored information, should be considered in future research. In addition, underlying mechanisms that might explain the effect of mode tailoring such as perceived modality relevance (Jensen et al, 2012) and perceived modality interactivity (Oh & Sundar, 2015) should be explored further. Finally, future research could extend this study by investigating other methods of tailoring the mode of information presentation.…”

Section: Implications and Directions For Future Researchmentioning

confidence: 99%

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Tailoring the Mode of Information Presentation: Effects on Younger and Older Adults' Attention and Recall of Online Information

et al. 2016

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Previous studies have mainly focused on tailoring message content to match individual characteristics and preferences. This study investigates the effect of a website tailored to individual preferences for the mode of information presentation, compared to 4 nontailored websites on younger and older adults' attention and recall of information, employing a 5 (condition: tailored vs. text, text with illustrations, audiovisual, combination) × 2 (age:younger vs. older [≥65] adults) design (N = 559). The mode-tailored condition (relative to nontailored conditions) improved attention to the website and, consequently, recall in older adults, but not in younger adults. Younger adults recalled more from nontailored information such as text only or text with illustrations, relative to tailored information.Keywords: Modality, Tailoring, Mode of Presentation, Older Adults, Aging, Attention, Processing, Memory, Information Recall, Multimodal Information. doi:10.1111/hcre.12097 Until now, online tailoring studies have mainly focused on adjusting the content of a message to match recipients' individual characteristics (e.g., demographics) and preferences (e.g., relevant topics). Tailoring, or providing information that is relevant to one unique person and their situation, is proposed to be more effective than generic and static information (Rimer & Kreuter, 2006). Although content tailoring (Rimer & Kreuter, 2006) has led to positive results, for example, in the health domain, the effect sizes have been small (Noar, Benac, & Harris, 2007). Therefore, novel tailoring strategies are strongly encouraged as a way to increase message effectiveness (Smit, Linn, & Van Weert, 2015).Corresponding author: Minh Hao Nguyen; e-mail: m.h.nguyen@uva.nl This article was accepted for publication under the editorship of Dr. John Courtright. Mode-Tailored Online InformationOne way to move beyond content tailoring is to tailor online information to individual preferences for the modality (i.e., mode) of information presentation . In this study, we refer to "mode tailoring" as adjusting information to match individual preferences for presentation modality, using verbal (text), visual (static illustrations), and/or audiovisual (videos) information (Mayer, 2001). Mode tailoring is important, as the way in which message content is processed and remembered very much depends on how this information is being delivered (Kreuter, Oswald, Bull, & Clark, 2000;Ritterband, Thorndike, Cox, Kovatchev, & Gonder-Frederick, 2009). The ability to correctly remember and reproduce information is often referred to as recall of information (Jansen et al., 2008;Lang, 2000). Subsequently, this study empirically tests the effect of exposure to a website that can be tailored to individual preferences for the mode of information presentation on attention and recall of information.Mode tailoring may be especially relevant for target groups that may have difficulties processing and remembering online information, such as older adults. Older adults represent the most ra...

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Section: Discussionmentioning

confidence: 99%

Section: Implications and Directions For Future Researchmentioning

confidence: 99%

Tailoring the Mode of Information Presentation: Effects on Younger and Older Adults' Attention and Recall of Online Information

et al. 2016

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“…Likewise, Huertas, Rovira and Fernández-Cavia (2011) conclude that city websites have greater scope for success if they include interactive elements such as chats or virtual communities. And, more recently, Oh and Sundar (2015) have explored the mechanisms by which the interactivity of a website enhances the persuasive potential of messages.…”

Section: Interactivity On Websitesmentioning

confidence: 99%

Tourism and online communication: interactivity and social web in official destination websites

González

Cavia

2015

Communication & Society

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Websites are an important communication tool in destination branding. This study analyses the relational nature of 87 official destination websites (ODWs) according to two parameters: interactivity, whose link to ODWs has been highlighted in several studies; and, the presence of the social web elements, increasingly necessary to achieve comprehensive, effective online communication, for instance blogs, microblogging platforms or social networks. The authors apply a methodology based on indicators from the Web Quality Index (WQI): a specific website analysis model for the tourism industry. The methodology provides a useful tool for examining and assessing how destination marketing organisations endow their websites with interactivity and connect them to the social media arena. The results show significant shortcomings in the websites for the aspects analysed, especially with regard to indicators linked to interactivity. Furthermore, the study suggests a series of measures that destination marketing organisations could adopt in order to remedy these shortcomings and optimise the relational aspects of their websites.

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“…Previous work points out that when a website is more interactive, it can also increase absorption into the reading (Oh & Sundar, 2015), which has positive effects on information processing, and may even lead to higher favorability toward the content (Sicilia, Ruiz, & Munuera, 2005), and to higher recall and recognition (Xu & Sundar, 2016). Thus, research has shown that if a website is more interactive (e.g., contains more hyperlinks and requires more interaction from its users), citizens engage in more cognitive elaboration (i.e., making connections between news information and previous knowledge), which leads to increased recall of content (Tremayne & Dunwoody, 2001).…”

Section: Linearity Of Usementioning

confidence: 99%

Learning From News on Different Media Platforms: An Eye-Tracking Experiment

Kruikemeier

Lecheler

Boyer

2017

Political Communication

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How Does Interactivity Persuade? An Experimental Test of Interactivity on Cognitive Absorption, Elaboration, and Attitudes

Cited by 169 publications

References 46 publications

Tailoring the Mode of Information Presentation: Effects on Younger and Older Adults' Attention and Recall of Online Information

Tailoring the Mode of Information Presentation: Effects on Younger and Older Adults' Attention and Recall of Online Information

Tourism and online communication: interactivity and social web in official destination websites

Learning From News on Different Media Platforms: An Eye-Tracking Experiment

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