Interactivity Benefits Low Self-Efficacy Smokers More: The Combinatory Effects of Interactivity and Self-Efficacy on Defensive Response and Quitting Intention

Abstract

The current study examines the persuasive effects of interactivity on smokers’ quitting intentions moderated by their self-efficacy to quit. A single-factor experiment (screenshot versus video versus interactive condition) with 170 current smokers was conducted to examine the potential of interactivity in enhancing feelings of telepresence, which may increase smokers’ quitting intentions and diminish their defensive responses. The results demonstrated that the positive effects of interactivity on feelings of telepresence were significant for smokers who have low or moderate self-efficacy to quit. The enhanced feelings of telepresence led to less defensive responses and greater quitting intentions among smokers who have low or moderate self-efficacy to quit. Theoretical and practical implications are discussed.

Keywords:

• Defensive response
• interactivity
• quitting intention
• smoking
• telepresence