Abstract
This study explores how interactivity and individual difference variables, product involvement and Web experience, affect comprehension of interactive advertising Web sites. A two-cell (interactivity: low/high) between subjects factorial design tested comprehension (N=153). The limited-capacity processing model provided theoretical framework. The results of this study indicate two very important things—interactivity helps to improve comprehension and individual differences (product involvement and Web experience) are important factors influencing this relationship.
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