Effects of Cover Appeal and Monetary Incentives on Survey Response: A Reactance Theory Application

Abstract

An experiment was conducted in which survey questionnaires were sent to 200 randomly selected residents of a Midwestern city. Half the respondents received cover letters emphasizing the importance of the research, the urgency of responding, and the immediacy with which a response should be made. The other respondents received cover letters emphasizing responding as a matter of personal choice. In addition, either a $1 bill was enclosed with the questionnaire or not. Subsequent response rates were assessed by conditions, and predictions were confirmed. The response rate for the personal choice cover letter was significantly higher than the alternative appeal cover letter, and the enclosure of a monetary incentive also significantly increased response rates. Theoretical implications are discussed.