Visual Context Effects in Web Surveys

There are many examples of context effects in survey measurement.Responses to survey questions can be shaped by the order ofquestions, the format of response options, the broader surveyenvironment, and so on. For Web surveys, the inclusion of visualimages is a trivial design issue, but may have consequencesfor the responses obtained because they change the visual context.We report a series of experiments examining how responses maybe affected by the use of images in Web surveys. Specifically,we examine the effect that pictures of a healthy woman exercisingversus a sick woman in a hospital bed have on self-rated health.We replicated the experiments in three different surveys, varyingsuch factors as the size and placement of the image and thelocation of the question within the questionnaire. In general,we find that when exposed to a picture of a fit woman, respondentsconsistently rate their own health lower than when exposed toa picture of a sick woman.