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Applying Prospect Theory to Participation in a CAPI/Web Panel Survey.
Public Opinion Quarterly
|November 15, 2019
Summary
Prospect theory suggests avoiding losses is more motivating than gaining rewards. This study found framing impacts survey participation, especially for new panel members, but not long-term ones or across different survey modes.
Area of Science:
- Survey methodology
- Behavioral economics
- Psychological research
Background:
- Prospect theory posits that loss aversion influences decision-making more than potential gains.
- Previous research applied prospect theory to telephone survey participation and data linkage consent.
- Limited research has explored prospect theory's application to computer-assisted personal interviewing (CAPI) or web survey participation.
Purpose of the Study:
- To investigate the applicability of prospect theory to survey participation in a mixed-mode panel.
- To examine how framing (gain vs. loss) affects participation in CAPI and web surveys.
- To test the moderating effects of time-in-panel, response history, and mode protocol on prospect theory's influence.
Main Methods:
- A mixed-mode panel survey design was employed.
- Survey participation requests were framed using both gain-framed and loss-framed messages.
- Data were analyzed to assess the impact of framing on participation propensity, considering time-in-panel, response history, and survey mode.
Main Results:
- Survey participation requests framed to emphasize loss avoidance increased participation, aligning with prospect theory, but only for recent panel entrants.
- Long-term panel participants exhibited the opposite effect, with gain-framed messages being more persuasive.
- No significant differences in participation were observed between different mode protocols (CAPI vs. web).
Conclusions:
- The framing of survey requests significantly influences participation, but its effect is moderated by participant tenure in a panel.
- Prospect theory's loss aversion principle is relevant for new panel members, while experienced members may respond differently.
- Survey mode does not appear to alter the effectiveness of prospect-based framing strategies.
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