The role of emotion in interactivity effects: positive emotion enhances attitudes, negative emotion helps information processing

Individuals can react to the same media content in significantly different ways depending on their emotions, yet only little attention has been paid to this topic in the context of interactive media usage. Filling this gap, the current study investigates how the valence of emotion affects the persuasive impact of interactive health messages. We conducted a 2 (emotion: positive vs. negative) × 2 (interactivity: interactive website vs. non-interactive webpage) between-subjects factorial design experiment (N = 225) and measured participants’ interface assessment, website/message attitudes, behaviour intentions and recognition memory. The results showed that interactivity elicited more favourable interface assessments and website attitudes only for those experiencing positive emotions, which indirectly enhanced their message attitudes and behavioural intentions toward the anti-drug-driving message. In contrast, negative emotions aided recognition memory of the interactive part of the website. The findings bridge the human–computer interaction and cognitive psychology literature and suggest how user emotions can be used as a design strategy to enhance positive attitudes toward websites.