Who misreports on internet health surveys, and do images of watching eyes discourage misreporting? An online experiment from China

Few studies in China have examined correlates of internet health survey misreporting or the effect of interventions to mitigate misreporting. We conducted an experiment to: (1) identify correlates of survey misreporting, and (2) assess the impact of “watching eyes” images on survey misreporting. Exposure to watching eyes has been shown to discourage socially deviant behavior.

In 2022, a contract survey company recruited 1655 online survey respondents who were ≥ 18 years old and living in China. Participants were randomized to one of four arms. Participants randomized to arms 1 and 3 were asked to report their blood type. Participants randomized to arms 2 and 4 were also asked to report their blood type, but were additionally told they could end the survey early if they reported AB blood type. Participants randomized to arm 3 or 4 (but not arms 1 or 2) were shown an image of watching eyes before being asked to report their blood type.

Among participants with lower educational attainment, the probability of reporting AB blood type was higher if incentivized to report AB blood (19.05% vs 9.26%), though this difference was not statistically significant (p = 0.189). Among participants incentivized to report AB blood type, the probability of reporting AB blood type was significantly greater among individuals shown watching eyes (19.93% vs 11.56%, p < 0.01).

Internet health surveys in China must begin assessing and mitigating participant misreporting. Larger studies are needed to elucidate potential mechanisms of association between socioeconomic status, participation incentives, and internet survey misreporting. Exposure to watching eyes may decrease participatory engagement and cooperation.