The Minimal-Interactivity Effect: The Role of Thought Speed in the Consumption of Digital Experiences

Abstract

In this dissertation, I study the power of minimal interactivity—defined as a single simple action that exercises control during a consumption experience—to affect evaluations and media consumption decisions. I argue that, in contrast to passivity, even when consumers navigate online at low levels of interactivity—for example, simply clicking from one Instagram image, Tweet or Facebook post to the next, it can positively influence the experience. This work builds upon and also diverges from prior work that examines interactivity as a complex system and process (Ariely 2000; McMillan and Hwang 2002; Schlosser 2003; Wu 2005) by investigating simple actions as a form of interactivity. To explain the minimal interactivity effect, I introduce the concept of thought speed into the marketing literature and illustrate how it affects consumer behaviour. Specifically, I find in a series of studies that minimal interactivity accelerates thought speed, which in turn enhances consumers’ evaluations of the digital experience and, ultimately, increases media consumption. Together, these findings suggest that in contrast to passive consumption, even minimal interactivity enhances the experience.