| Autor: |
Gu, Yangjie, Chan, Elaine, Krishna, Aradhna |
| Zdroj: |
Marketing Letters; Jun2024, Vol. 35 Issue 2, p219-230, 12p |
| Abstrakt: |
Respondents in online panels often lack motivation when completing research questionnaires. We propose a method to improve their motivation. In many online survey platforms, questionnaires start with a relatively trivial task (e.g., self-identification or responding to screener demographic questions). We show that bringing attention to the completion of these trivial tasks can increase participants' motivation in the subsequent main task; without this completion cue, the completion of the trivial task tends to go unnoticed. Using different trivial tasks (e.g., providing demographic information, stapling a questionnaire) and main tasks (e.g., commenting about a situation, recalling information), four experiments demonstrate what we call the "trivial-task motivation effect". We further show that trivial tasks need not be irritants and may be added to surveys, along with a completion cue, to boost motivation. Our research presents an easily implemented and low-cost method to increase motivation in surveys. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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