View article

We explore the impact of Casual Affective Triggers (CAT) on response rates of online surveys. As CAT, we refer to objects that can be included in survey participation invitations and trigger participants’ affect. The hypothesis is that participants who receive CAT-enriched invitations are more likely to respond to a survey. We conducted a study where the control condition received invitations without affective triggers, and the experimental condition received CAT-enriched invitations. We differentiated the triggers within the experimental condition: one-third of the population received a personalized invitation, one-third received a picture of the surveyor’s cat, and one-third received both. We followed up with a survey to validate our findings. Our results suggest that CATs have a positive impact on response rates. We did not find CATs to induce response bias.