Can Identity Theory Improve Survey Design?

Abstract Question effects are important when designing and interpreting surveys. Question responses are influenced by preceding questions through ordering effects. Identity Theory is employed to explain why some ordering effects exist. A conceptual model predicts respondents will display identity inertia, where the identity cued in one question will be expressed in subsequent questions regardless of whether those questions cue that identity. Lower amounts of identity inertia are found compared to habitual inertia, where respondents tend to give similar answers to previous questions. The magnitude of both inertias is small, suggesting they are only minor obstacles to survey design.