Open AccessThe Effects Of Cover Letter Format And Appeal ON Mail Survey Response Patterns
Author(s) -
James E. Finch,
Irene M. Thorelli
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v5i4.6336
Subject(s) - appeal , cover (algebra) , psychology , reactance , social psychology , perception , advertising , computer science , business , law , political science , engineering , mechanical engineering , electrical engineering , voltage , neuroscience
Low response rates remain the primary obstacle to the cost effective use mail surveys in market research. This study examines the efficacy of two cost-free techniques for improving the efficiency of this methodology. The effects of three different appear strategies and cover letter formats were examined in 3 x 3 factorial design. The egoistic appear produced higher response rates than either help-the-sponsor or social utility appears. This effect was most pronounced when the appeal was presented in the post script of the cover letter. Consistent with the results of a previous study, a control group which received no appeal manipulation yielded the highest response rate. Psychological reactance and self-perception theory were used to account for these results.