Liu, Yuping and L. J. Shrum (2002), “What is Interactivity and is it always such a good thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness,” Journal of Advertising, 31 (4), 53-64. [Download Full-Text PDF]
Abstract: Most perceptions of interactivity are that it is an inherently good thing, that it will change marketing and advertising as we know it. However, though there are obvious and intuitive advantages to interactivity, it may pose a disadvantage for marketing and advertising in some conditions. This article explores the nature of interactivityand its underlying processes to determine the conditions in which interactivitymay be both useful and detrimental in an advertising context. We first discuss the multidimensional nature of the interactivityconstruct as it has appeared in the literature. We then provide a concrete conceptualization and definition of interactivitythat encompasses these various dimensions. We argue that inconsistencies between the definitions and operationalizations found in previous studies make it difficult to draw firm conclusions about the role of interactivitybut that these inconsistencies can be at least partly explained by a focus on the different dimensions of IN. Finally, drawing on theory and Research in cognitive, social, and personality psychology, we suggest that the influence of interactivityon advertising effectiveness may be a function of both the person and the situation. We offer a program of Research, in the form of testable propositions, to explore these boundary conditions and discuss implications for Internet advertising strategy.