This study attempts to examine under the light of the ELM theory the website interactivity effects on thought elicitation (number and valence) and on attitude formation. An experimental design was employed with the level of perceived interactivity (low, medium, high) as a independent variable and the number and valence of though elicitation as well as attitude formation as the dependent variables. Contrary to previous studies the present one suggests that the high interactivity level does not always lead to an effective communication outcome.