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
Summary
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.
Oh, Bellur & Sundar (2018, Communication Research 45(5), 737-763) model multiple engagement pathways from interactive media.
Source: Oh & Sundar (2015), JoC.
Confidence: Verified.
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 (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") for the honest bounded case.
Related entries
Referenced by (3)
- research-notes Research notes (capture-layer top-up): why interactive online tools are psychologically engaging — six additional mechanisms (June 2026) relates-to
- reference 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" depends-on
- reference 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 relates-to