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Abstract
In public health, politics, and advertising, interactive content has created increased elaboration from those audiences that would otherwise be least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy though the lens of the dual-process model of interactivity effects. Respondents were randomly assigned a static or interactive data visualization concerning the production of peaches and blueberries in Georgia then asked to list their thoughts. Pre-existing factors of involvement and internet ability were recorded. Respondents significantly elaborated more with an interactive message than the static and this held true when pair-wise comparison of elaboration means were higher for the interactive message across the board. However, these results indicated a departure from the dual-process model of interactivity effects in that this difference in elaboration became statistically insignificant when respondents were stratified into groups based on the models framework.