Manipulating dissonance to improve mail survey response

Despite the large amount of research on mail questionnaires, there has been little effort toward the development of a questionnaire response theory that might guide the design of mail survey research. The authors conceptualize mail questionnaire response as a series of responses to a set of stimuli rather than a single decision to respond or not respond. A review of the mail survey response literature is provided and cognitive dissonance theory is used to explain why particular techniques are effective. Four types of nonrespondents are identified and suggestions are provided for the use of incentives, prenotification, follow‐up contacts, type of postage, and cover letter treatments.