"Yes/No/Not Right Now": Yes/No Response Formats Can Increase Response Rates Even in Non-Forced-Choice Settings. (June 2016)

• Record Type: Journal Article
• Authors: Putnam-Farr, Eleanor; Riis, Jason
• Is Part Of: JMR, Journal of marketing research. Volume 53:Number 3(2016)
• Page Start: 424
• Page End: 432
• Publication Date: 2016-06
• Subjects: choice architecture -- decision making -- field experiment -- response format; Marketing research -- Periodicals; 658.8305
• DOI: 10.1509/jmr.14.0227
• Languages: English
• ISSNs: 0022-2437

Abstract

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.