Interactivity Can Enhance the Effectiveness of Threat Appeals: Implications for Preventive Health Websites

ABSTRACT

Interactive health websites where threat appeals are incorporated have become a popular strategy to engage users in preventive health behaviors. The current study examines how website interactivity enhances the effectiveness of threat appeals and thus encourages preventive health behaviors in the context of an anti-sugar campaign. A single factor design experiment (N = 109) with two conditions (high vs. low interactivity) was employed to investigate the effects of website interactivity on sugar control intentions. The results demonstrated that higher interactivity elicited greater fear and disgust, which then subsequently increased perceived threats of sugar intake. Perceived threats heightened by interactivity led to greater preventive behavioral intentions. Theoretical and practical implications are discussed.