Interactivity as a Double-Edged Sword: Parsing Out the Effects of Modality Interactivity on Anti-Smoking Message Processing and Persuasion

Oh, Jeeyun; Ahn, Jisoo; Lim, Hayoung Sally

doi:10.1177/1077699019835911

Cited by 14 publications

(4 citation statements)

References 53 publications

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“…Absorption was the only cognitive mediator related to interactivity levels, with modality interactivity negatively predicting absorption, temporal dissociation in particular. The presence of modality interactivity features can potentially lead to information scanning behaviors, and attention may have been diverted from the content of the message [37]. The inclusion of arrows on the slideshows and allowing the participants to click through them at their own pace may have allowed the participants to spend less time on the content presented in the slideshow than those in the low modality interactivity condition who had to watch the slideshow at its pre-set pace.…”

Section: Discussionmentioning

confidence: 99%

“…Recent research on the relationship between modality interactivity and the ELM suggests that central processing can still prevail, but in a biased manner where the presence of modality interactivity acts as a heuristic cue to improve users' willingness to invest time and effort into the website, thus increasing the likelihood of elaboration [12,37,40]. Alternatively, when it comes to the specific interactive features used in this study, absorption and elaboration may not be key mechanisms for how engaging with the website leads to persuasion.…”

Section: Discussionmentioning

confidence: 99%

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The Impact of An Interactive Website on Depression Help-seeking Intentions: A Cross-sectional Online Experiment (Preprint)

McKenzie,

Feng

2024

Preprint

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BACKGROUND Mental health conditions, such as depression, pose a significant burden to those affected. Support from mental health professionals can help with treatment and coping with symptoms. There are, however, a number of barriers that prevent individuals from receiving the support they need, including a lack of knowledge of sources of support. OBJECTIVE This study examined the effectiveness of and the mechanisms through which message and modality interactivity features on a website about depression influence users’ intentions to seek professional help for depression. In addition, we examined interactivity’s relationship to central and peripheral processing by testing the moderating role of issue involvement, as well as the mediating roles of elaboration and absorption. METHODS A 2 (Message Interactivity: High/Low) x 2 (Modality Interactivity: High/Low) factorial experiment was conducted, where participants (n = 611) were asked to view an interactive website about depression and professional treatment options. Participants also answered a survey to determine their levels of elaboration and absorption while viewing the website, as well as their intentions to seek professional help if they were to experience symptoms of depression. RESULTS Message interactivity did not impact elaboration or intentions to seek professional help. High modality interactivity led to decreased absorption, and absorption fully mediated the relationship between modality interactivity and intentions to seek professional help. Elaboration was a significant, positive predictor of intentions. The interaction between message interactivity and modality interactivity did not have an impact on intentions to seek professional help. CONCLUSIONS Elaboration and absorption served as important mediators behind forming intentions to seek professional help for depression. Unexpectedly, modality interactivity had a negative effect on absorption, suggesting varying modality interactivity features may have differential impacts on cognition. The combination of message and modality interactivity features did not have an impact on intentions, demonstrating that including these types of message and modality interactivity features for aesthetic purposes or to peak viewers’ interest will not substantially hinder the persuasiveness of a message.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

The Impact of An Interactive Website on Depression Help-seeking Intentions: A Cross-sectional Online Experiment (Preprint)

McKenzie,

Feng

2024

Preprint

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“…Systematic Processing. Participants indicated their agreement on a 7-point Likert-type scale with five statements, such as "I thought about what actions I might take based on the information," and "I thought about how the information related to other things I know" (Oh et al, 2019) (α = .81, M = 5.01, SD = 1.29).…”

Section: Methodsmentioning

confidence: 99%

Overcoming Confirmation Bias in Misinformation Correction: Effects of Processing Motive and Jargon on Climate Change Policy Support

Huang,

Wang

2024

Science Communication

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A 2 (jargon vs. no jargon) × 3 (motive: control vs. accuracy vs. impression) between-subjects experiment examined the impact of jargon and processing motive in correcting climate change misinformation and promoting policy support. The results revealed a positive effect of jargon use when participants were asked to focus on accuracy during information processing. This effect was mediated by reduced anger, increased systematic processing, and enhanced perceptions of message credibility. However, jargon had a negative effect when no specific motive was induced, and it did not make a difference in correction outcomes when participants were asked to focus on making positive social impressions. These findings provide theoretical implications for information processing and practical insights for addressing misinformation in the context of climate change.

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“…can determine the extent to which content is understood, and post-message attitudes endure. A more recent extension of the heuristic-systematic model is its application to understanding how modality interactivity can positively affect a patient's ability to process messages [24]. As telehealth-delivered VCs offer a highly interactive message format, it may increase the patient ability to process CRC screening information.…”

Section: Introductionmentioning

confidence: 99%

Telehealth and racial disparities in colorectal cancer screening: A pilot study of how virtual clinician characteristics influence screening intentions

Cooks

Duke

Neil

et al. 2022

J. Clin. Trans. Sci.

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Introduction: Racial disparities in colorectal cancer (CRC) can be addressed through increased adherence to screening guidelines. In real-life encounters, patients may be more willing to follow screening recommendations delivered by a race concordant clinician. The growth of telehealth to deliver care provides an opportunity to explore whether these effects translate to a virtual setting. The primary purpose of this pilot study is to explore the relationships between virtual clinician (VC) characteristics and CRC screening intentions after engagement with a telehealth intervention leveraging technology to deliver tailored CRC prevention messaging. Methods: Using a posttest-only design with three factors (VC race-matching, VC gender, intervention type), participants (N = 2267) were randomised to one of eight intervention treatments. Participants self-reported perceptions and behavioral intentions. Results: The benefits of matching participants with a racially similar VC trended positive but did not reach statistical significance. Specifically, race-matching positively influenced screening intentions for Black participants but not for Whites (b = 0.29, p = 0.10). Importantly, perceptions of credibility, attractiveness, and message relevance significantly influenced screening intentions and the relationship with race-matching. Conclusions: To reduce racial CRC screening disparities, investments are needed to identify patient-focused interventions to address structural barriers to screening. This study suggests that telehealth interventions that match Black patients with a Black VC can enhance perceptions of credibility and message relevance, which may then improve screening intentions. Future research is needed to examine how to increase VC credibility and attractiveness, as well as message relevance without race-matching.

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Interactivity as a Double-Edged Sword: Parsing Out the Effects of Modality Interactivity on Anti-Smoking Message Processing and Persuasion

Cited by 14 publications

References 53 publications

The Impact of An Interactive Website on Depression Help-seeking Intentions: A Cross-sectional Online Experiment (Preprint)

The Impact of An Interactive Website on Depression Help-seeking Intentions: A Cross-sectional Online Experiment (Preprint)

Overcoming Confirmation Bias in Misinformation Correction: Effects of Processing Motive and Jargon on Climate Change Policy Support

Telehealth and racial disparities in colorectal cancer screening: A pilot study of how virtual clinician characteristics influence screening intentions

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