Applying Prospect Theory to Participation in a CAPI/Web Panel Survey
Jul 26, 09:00
Prospect theory states that the influential power of avoiding negative outcomes is stronger than that of achieving positive outcomes. In a survey context, this can be applied to the framing of a survey participation request or a request for consent to data linkage. The theory has previously been tested with respect to participation in a CATI survey and with respect to giving consent to data linkage in CATI surveys. No previous study has tested the theory with respect to participation in a CAPI or web survey. This study does so in a panel context. Furthermore, the moderating effects of time-in-panel, response history and mode protocol are tested. The framing of the survey participation request is found to influence 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.