Personalization of Mail Surveys: Too Much of a Good Thing?

Cover letters with and without pictures of the researcher were included with questionnaires to test the effects of this type of personalization on responses to a mail survey. In addition, the researcher's attire, title, and affiliation were varied across different forms of the cover letter to evaluate the effects of status, role-clothing consistency, and similarity to the perceiver on perceiver's willingness to return the survey form. The questionnaires were mailed to a sample of 384 university alumni. The total number of returned questionnaires, after the initial mailing and two personalized follow-ups, were lower in the researcher-pictured cover letter conditions than in the control conditions. This finding offers some support for the hypothesis that repeated use of personalized mailings may have a negative effect on response rate. Response latencies suggest that within the researcher-pictured conditions, inconsistency of cues may also inhibit questionnaire returns.