Solicitation for participation in a survey via e-mail:: Effect of live presence and physical attractiveness of the solicitor on response rate

Many influence techniques increase response rates to a survey, but these techniques have been tested with face-to-face or telephone surveys. Few studies have tested the effect of compliance techniques in a Computer-Mediated Communication. The personalization of the relationship between the subject solicited and the solicitor as well as the physical attractiveness of the solicitor are factors which have been found to favor compliance to a request in face-to-face situation. Two experiments were carried out in two different situations in which a survey solicitation was sent by e-mail. The presence versus absence of the solicitor's picture in the e-mail and the physical attractiveness of the solicitor were used as independent variables. The results showed that the response rate increased when the solicitor's picure was presented but decreased when the solicitor had a low level of attractiveness.