Abstract
Health communication initiatives delivered via information and communication technologies are getting increasing attention and importance. Extant research has focused on the effectiveness of interactivity on health-related attitudinal and behavioral outcomes, while little attention has been paid to how health message content may interact with health message modality such as interactivity in generating effects. Importantly, not much is known about the psychological processes underlying such interaction effects between the message content and the level of interactivity through which the message is presented. This chapter reviews literature on the effects of interactivity and message content constructs on health-related outcomes, argues that message content needs to be considered in conjunction with message modality (i.e., interactivity), and provides a theoretical framework that seeks to explicate how interactivity may amplify or attenuate the effects of message content on health-related outcomes. Implications and suggestions for future research are discussed.
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