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"Yes/No/Not Right Now": Yes/No Response Formats Can Increase Response Rates Even in Non-Forced-Choice Settings
Although yes/no response formats have been used to increase enrollment rates in several different types of programs, their effectiveness has generally been tested in forced-choice settings. The effects on postchoice engagement have not been measured. Across two field experiments in an e-mail context in which choice is not forced, the authors demonstrate a substantial advantage in click-through rates for a yes/no response format over traditional opt-in response formats. The increase in click-through rate does, under certain conditions, also persist through downstream program enrollment and participation. Finally, though noting that the yes/no format advantage is probably multidetermined, the authors discuss several potential psychological mechanisms, which are particularly relevant in non-forced-choice settings. The authors also discuss how the yes/no response format might operate in other settings, such as the implementation of mandated choice for organ donation.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JMR5303 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | United States: American Marketing Association 2016 |
|---|---|
| Edisi | Vol. 53, No. 3 (JUNE 2016), pp. 424-432 (9 pages) |
| Subjek | Decision making field experiment choice architecture response format |
| ISBN/ISSN | 222429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 9 p. |
| Info Detail Spesifik | Journal of Marketing Research |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |