1980
DOI: 10.1177/002224378001700110
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A Self-Perception Interpretation of the Effect of Monetary and Nonmonetary Incentives on Mail Survey Respondent Behavior

Abstract: Self-perception theory is applied to explain mail survey respondent behavior when incentives to respond are used. The results support the hypothesis that when external cues are present (i.e., incentives are used) the level of compliance, as measured by response quality, is reduced. A monetary and a comparable value nonmonetary incentive are used. The psychological value of money explanation is supported as the monetary incentive group yields a significantly higher response rate and faster response.

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Cited by 82 publications
(19 citation statements)
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“…Two theories predicted opposite effects from receiving an incentive on the quality of the data. One theory predicted poorer data quality (Hansen 1980), and the other theory predicted better data quality (Dillman 1991(Dillman , 1999. Our analysis supports neither theory because a relationship was not found between incentive receipt and (1) whether the reference person's record was mostly complete, and (2) the number of edits or imputations on the household reference person's record.…”
Section: Discussionmentioning
confidence: 99%
See 1 more Smart Citation
“…Two theories predicted opposite effects from receiving an incentive on the quality of the data. One theory predicted poorer data quality (Hansen 1980), and the other theory predicted better data quality (Dillman 1991(Dillman , 1999. Our analysis supports neither theory because a relationship was not found between incentive receipt and (1) whether the reference person's record was mostly complete, and (2) the number of edits or imputations on the household reference person's record.…”
Section: Discussionmentioning
confidence: 99%
“…Hansen (1980) offers a "self-perception" model in which the monetary incentive acts as an external motivator for compliance. External motivators are not as effective as internal motivators for getting people to act in desirable ways.…”
Section: Davern Et Almentioning
confidence: 99%
“…Although the response rate compares favorably with other mail surveys in which the potential subjects receive only one mailing (c.f., Hansen, 1980;Yu and Cooper, 1983), the possibility of a response bias in the questionnaire data should be considered. Equal numbers of each of the conditions and each of the orders were sent.…”
Section: Methodsmentioning
confidence: 99%
“…These findings have significant implications in applied fields such as marketing, because they suggest that promotional rewards such as coupons and rebates undermine product evaluations and brand loyalty (Dodson, Tybout, & Sternthal, 1978;Scott, 1976). The results also imply that using rewards to encourage prosocial behaviors such as recycling (Diamond & Loewy, 1991;Witmer & Geller, 1976), immunizations (Moran, Nelson, Wofford, Velez, & Case, 1996), weight control (Mavis & Stoffelmayr, 1994), survey response (Hansen, 1980), and condom acquisition (Dahl, Gorn, & Weinberg, 1997) might undermine postreward attitudes and motivation. These conclusions leave practitioners with a paradox-consumer rewards may be effective for inducing initial action, but they may have undesirable effects on attitudes and subsequent behaviors.…”
mentioning
confidence: 90%