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Evaluating the efficacy of mass media and social marketing campaigns in changing consumer financial behavior

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Author Info

  • Mulaj, Florentina
  • Jack, William

Abstract

Mass media and social marketing programs are cheap, scalable, and potentially effective means of influencing consumers'financial behavior and decisions. In light of this potential, and in order to provide clear policy direction, this paper provides an overview of the existing and ongoing research efforts in this domain, and highlights the importance of expanding the evidence base by conducting rigorous impact assessments in this field. Exploring four case studies, it provides lessons in designing effective evaluations specifically targeting mass media and social marketing programs on consumer financial management, highlights the value of incorporating insights from behavioral psychology in program design, and suggests avenues for future research.

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Bibliographic Info

Paper provided by The World Bank in its series Social Protection Discussion Papers with number 73924.

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Date of creation: 01 Nov 2012
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Handle: RePEc:wbk:hdnspu:73924

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Related research

Keywords: Financial Literacy; Access to Finance; Health Monitoring&Evaluation; Education For All; Banks&Banking Reform;

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Cited by:
  1. Domelen, Julie van, 2012. "Togo : towards a national social protection policy and strategy," Social Protection Discussion Papers, The World Bank 89000, The World Bank.
  2. Umapathi, Nithin & Wang, Dewen & O'Keefe, Philip, 2013. "Eligibility thresholds for minimum living guarantee programs : international practices and implications for China," Social Protection Discussion Papers, The World Bank 83118, The World Bank.
  3. Cerutti, Paula & Fruttero, Anna & Grosh, Margaret & Kostenbaum, Silvana & Oliveri, Maria Laura & Rodriguez-Alas, Claudia & Strokova, Victoria, 2014. "Social assistance and labor market programs in Latin America : methodology and key findings from the social protection database," Social Protection Discussion Papers, The World Bank 88769, The World Bank.

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