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Although interactivity is often considered to have a positive infl uence on persuasion, research on interactivity effects is actually very mixed. This paper argues that under certain circumstances, interactivity may either enhance or inhibit persuasion. A dual-process model of interactivity effects is proposed and tested that posits differential effects of interactivity on persuasion depending on person and situation factors. Results of an experiment that manipulated level of Web sitedoi:10.2753/joa0091-3367380204 fatcat:paj6q26u7vgrxhj3iy3oaaxome