Interactive Health Messages Work Better for Those Who Feel Less in Control: The Role of External Health Locus of Control and Risk Perception

Interactive websites, which provide greater user control over a site’s interface, are commonly employed in health communication campaigns to deliver risk information in more vivid and engaging ways. The present study explored whether interactive health websites could increase risk perception and encourage systematic processing (i.e. analytical review of persuasive arguments based on prior knowledge and experience) and information seeking and sharing intentions of anti-sugar consumption content. We further investigated whether the effect of interactivity could be moderated by individuals’ beliefs in the role of external factors such as sheer luck in determining their health outcomes. A between-subjects design experiment compared a high interactive website (n = 94) to a low interactive website (n = 73). Results showed that interactivity increased risk perception regarding sugar consumption, especially for the individuals who reported a higher level of external health locus of control. Risk perception was a positive predictor of systematic processing, as well as information seeking and sharing intentions. Theoretical and practical implications of this study are discussed.