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Certain survey characteristics proven to affect response rates, such as a survey's length and topic, are often under limited control of the researcher. Therefore, survey researchers sometimes seek to compensate for such undesired effects on response rates by employing countermeasures such as material or nonmaterial incentives. The scarce evidence on those factors' effects in web survey contexts is far from being conclusive. This study is aimed at filling this gap by examining the effects of four factors along with selected interactions presumed to affect response rates in web surveys. Requests to complete a web-based, self-administered survey were sent to 2,152 owners of personal websites. The 2 × 2 × 2 × 2 fully crossed factorial design encompassed the experimental conditions of (a) high versus low topic salience, (b) short versus long survey, (c) lottery incentive versus no incentive, and (d) no feedback and …