Mail surveys and solicitations sometimes try to boost response rates by including a small gift (e.g., greeting cards). This strategy is based on

Question

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The inclusion of a small gift is based on the norm of reciprocity, which suggests that people feel a social obligation to give back when they receive something from someone else. This can increase the likelihood of a response to a survey or solicitation.

Mail Surveys and Solicitations Sometimes Try to Boost Response Rates