{"id":1439,"slug":"oh-sundar-2015-modality-interactivity-cognitive-absorption-167-factorial","title":"Oh & Sundar (2015), Journal of Communication 65(2) — N=167 factorial experiment: modality interactivity (slider) produced more positive interface assessment, greater cognitive absorption, more favourable attitudes","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["interactive-tool-mechanisms","active-learning-icap"],"reference_body":"**Claim:** **Oh & Sundar (2015), \"How Does Interactivity Persuade?,\" *Journal of Communication* 65(2), 213-236** — **N=167 factorial experiment**; modality interactivity (slider) produced **more positive interface assessment, greater cognitive absorption, and more favourable attitudes**.\n\nOh, Bellur & Sundar (2018, *Communication Research* 45(5), 737-763) model multiple engagement pathways from interactive media.\n\n**Source:** Oh & Sundar (2015), JoC.\n\n**Confidence:** Verified.\n\n**Why this matters for Candid:** Independent peer-reviewed evidence — **explicitly distinct from vendor marketing** — that interactivity (slider in this study) produces measurable cognitive absorption and attitudinal change. Pair with the counter-finding ([[oh-sundar-interactivity-reduces-message-thoughts-too-much-cost]]) for the honest bounded case.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"sundar-time-modality-vs-message-interactivity","title":"Sundar TIME (Theory of Interactive Media Effects, 2015) — modality interactivity (slide/drag/zoom) vs message interactivity (system responds contingently to user input — defining feature of calculators/quizzes)","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-engagement-mechanisms-top-up-smb-june-2026","title":"Research notes (capture-layer top-up): why interactive online tools are psychologically engaging — six additional mechanisms (June 2026)","kind":"research-notes","scope":"business","link_type":"relates-to"},{"slug":"oh-sundar-interactivity-reduces-message-thoughts-too-much-cost","title":"COUNTER-finding: Oh & Sundar 2015 also showed modality interactivity REDUCED the number of message-related thoughts — absorption can come at the cost of deep elaboration; Sundar warns of \"too much interactivity\"","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"caveats-engagement-mechanisms-top-up-mechanism-vs-business-outcome","title":"Caveats for the engagement-mechanisms top-up: strong independent evidence sits at the MECHANISM level not the business-outcome level; nearly every effect is moderated","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-20T19:24:15.978Z","updated_at":"2026-06-20T19:24:15.978Z"}