Applying prospect theory to participation in a CAPI/web panel survey
Prospect theory states that the influential power of avoiding negative outcomes is stronger than that of achieving positive outcomes. In a survey context, this theory has been tested with respect to not only participation in a CATI survey, but also giving consent to data linkage in CATI surveys. No study, however, has tested the theory with respect to participation in a CAPI or web survey. This study does so in a mixed-mode panel context; it also tests the moderating effects of time-in-panel, response history, and mode protocol. Results show that the framing of the survey participation request influences participation propensity in a way consistent with prospect theory, but only for relatively recent panel entrants. The opposite effect is found for long-term panel participants. No difference is found between mode protocols.
Public Opinion Quarterly
Volume and page numbers
83 , 559 -567
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