[Air-l] Perceived Interactivity

Jmarks930 at aol.com Jmarks930 at aol.com
Thu Nov 7 14:21:43 PST 2002

Greetings everyone,

My name is Julie Marks, and I am a Ph.D. candidate at the University of North Carolina's School of Public Health. Broadly, my dissertation research is a comparison of Web and print media for health promotion among teens. I am particularly interested in how information processing and persuasion may differ based on perceptions of interactivity of the communication medium. 

To that end, I am working on developing a reliable and valid scale of Perceived Interactivity that can be used across different media. To date, I have only found measures of interactivity developed for "new media" (i.e. Web or interactive CD ROM). Are any of you familiar with the Interactivity literature, or have you seen a scale which assesses Interactivity of more traditional media, such as print?(Yes, print can be interactive too).

Best Regards,

Julie T. Marks
Ph.D. Candidate
Department of Nutrition
The University of North Carolina at Chapel Hill
School of Public Health

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