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Using Social Influence Strategies to Improve Rates of Online Mental Health Survey Participation: Results from Two
Gavin N Rackoff1, Lawrence T Monocello2, Lauren A Fowler2
1Department of Psychology, The Pennsylvania State University, University Park, PA.
Journal of Behavioral and Cognitive Therapy
|November 6, 2023
Summary
Social psychology strategies in online mental health surveys did not increase participation and sometimes decreased it. Influencer videos showed mixed results, highlighting the need for subgroup evaluation before implementation.
Area of Science:
- Psychology
- Digital Health
- Survey Methodology
Background:
- Online surveys are crucial for mental health screening and follow-up.
- Low response rates are a significant challenge in online survey research.
Purpose of the Study:
- To evaluate the effectiveness of social psychology-informed influence strategies in boosting online survey participation.
- To assess the impact of motivational appeals and influencer content on mental health survey response rates.
Main Methods:
- Experiment 1: Tested motivational appeals (personal gain, community gain, inclusivity) in emails for a mental health screening survey (N=45,569).
- Experiment 2: Compared a TikTok influencer video versus a humorous GIF in emails for a treatment follow-up survey (N=873).
- Analyzed participation rates and moderator effects based on demographics.
Main Results:
- Motivational appeals in Experiment 1 unexpectedly decreased survey participation.
- The influencer video in Experiment 2 did not significantly impact overall completion rates.
- Moderator analyses showed the video benefited White and non-Hispanic participants but harmed students who did not disclose race.
Conclusions:
- Simple motivational appeals may not enhance, and can even reduce, online survey participation.
- Influencer marketing in surveys yields differential effects across demographic groups.
- Future interventions require careful consideration of potential downsides and subgroup performance.
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