Abstract: Interactivity is generally considered to enhance persuasion. However, there are circumstances in which interactivity may serve as an inhibiting factor. This paper proposes and tests a dual-process model of interactivity effects that posits differential effects of interactivity on persuasion depending on person and situation factors. Results of an experiment that manipulated level of website interactivity and task involvement and measured user ability (Internet usage experience) show that under low-involvement conditions, the mere presence of interactivity served as a peripheral cue that led to more positive attitudes regardless of ability (experience). However, under high-involvement conditions, interactivity elicited more positive attitudes for experienced users but less positive attitudes for inexperienced users. Implications for the use of interactivity in advertising and promotions are discussed.