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A Self-Perception Interpretation of the Effect of Monetary and Nonmonetary Incentives on Mail Survey Respondent Behavior

Self-perception theory is applied to explain mail survey respondent behavior when incentives to respond are used. The results support the hypothesis that when external cues are present (i.e., incentives are used) the level of compliance, as measured by response quality, is reduced. A monetary and a comparable value nonmonetary incentive are used. The psychological value of money explanation is supported as the monetary incentive group yields a significantly higher response rate and faster response.