The Interactive Effects of Monetary Incentive Justification and Questionnaire Length on Mail Survey Response Rates: ABSTRACT
An experiment was conducted in which a survey questionnaire and a $1.00 incentive were sent to 200 randomly selected residents of a midwestern city. For half of the respondents, the enclosed monetary incentive was justified in a cover letter as an attempt to induce feelings of obligation to return t...
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| Veröffentlicht in: | Psychology & marketing 1994-09, Vol.11 (5), p.483 |
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| creator | Biner, Paul M Kidd, Heath J |
| description | An experiment was conducted in which a survey questionnaire and a $1.00 incentive were sent to 200 randomly selected residents of a midwestern city. For half of the respondents, the enclosed monetary incentive was justified in a cover letter as an attempt to induce feelings of obligation to return the questionnaire (equity-salient condition), whereas for the other half of the respondents, the incentive was justified as an appreciative gesture (standard condition). Furthermore, some subjects received a short questionnaire, whereas the rest received a long questionnaire. Response rates were assessed by condition. As predicted, the equitysalient appeal produced a significantly higher response rate than the standard appeal, but only for subjects who received the short questionnaire. Results are discussed in terms of personal equity theory. |
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| ispartof | Psychology & marketing, 1994-09, Vol.11 (5), p.483 |
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| language | eng |
| recordid | cdi_proquest_journals_230392042 |
| source | EBSCOhost Business Source Complete; Alma/SFX Local Collection |
| subjects | Decision making Equity Experiments Monetary incentives Questionnaires Response rates |
| title | The Interactive Effects of Monetary Incentive Justification and Questionnaire Length on Mail Survey Response Rates: ABSTRACT |
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