Social psychology of interactivity in human-website interaction

Research output: Chapter in Book/Report/Conference proceedingChapter

28 Scopus citations


This article discusses interactivity as a modality feature, source feature, and message feature. It argues that the ultimate effect of interactivity does not lie so much in its function as a peripheral cue in the message context, but as a technological feature that boosts social-psychological effects of content by creating greater user engagement with it. Interactivity can manifest itself by extending the range and functionality of all three basic elements of mediated communication - source, modality, message - and, through theoretical mechanisms involving concepts such as perceptual bandwidth, customization, and contingency, it can determine the manner in which content is psychologically processed by users.

Original languageEnglish (US)
Title of host publicationOxford Handbook of Internet Psychology
PublisherOxford University Press
ISBN (Electronic)9780191743771
ISBN (Print)9780199561803
StatePublished - Sep 18 2012

All Science Journal Classification (ASJC) codes

  • General Psychology


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