BACKGROUND
Mental health conditions, such as depression, pose a significant burden to those affected. Support from mental health professionals can help with treatment and coping with symptoms. There are, however, a number of barriers that prevent individuals from receiving the support they need, including a lack of knowledge of sources of support.
OBJECTIVE
This study examined the effectiveness of and the mechanisms through which message and modality interactivity features on a website about depression influence users’ intentions to seek professional help for depression. In addition, we examined interactivity’s relationship to central and peripheral processing by testing the moderating role of issue involvement, as well as the mediating roles of elaboration and absorption.
METHODS
A 2 (Message Interactivity: High/Low) x 2 (Modality Interactivity: High/Low) factorial experiment was conducted, where participants (n = 611) were asked to view an interactive website about depression and professional treatment options. Participants also answered a survey to determine their levels of elaboration and absorption while viewing the website, as well as their intentions to seek professional help if they were to experience symptoms of depression.
RESULTS
Message interactivity did not impact elaboration or intentions to seek professional help. High modality interactivity led to decreased absorption, and absorption fully mediated the relationship between modality interactivity and intentions to seek professional help. Elaboration was a significant, positive predictor of intentions. The interaction between message interactivity and modality interactivity did not have an impact on intentions to seek professional help.
CONCLUSIONS
Elaboration and absorption served as important mediators behind forming intentions to seek professional help for depression. Unexpectedly, modality interactivity had a negative effect on absorption, suggesting varying modality interactivity features may have differential impacts on cognition. The combination of message and modality interactivity features did not have an impact on intentions, demonstrating that including these types of message and modality interactivity features for aesthetic purposes or to peak viewers’ interest will not substantially hinder the persuasiveness of a message.