Evaluating the efficacy of mass media and social marketing campaigns in changing consumer financial behavior
AbstractMass 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 InfoPaper provided by The World Bank in its series Social Protection Discussion Papers with number 73924.
Date of creation: 01 Nov 2012
Date of revision:
Financial Literacy; Access to Finance; Health Monitoring&Evaluation; Education For All; Banks&Banking Reform;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2012-12-10 (All new papers)
- NEP-CBA-2012-12-10 (Central Banking)
- NEP-MKT-2012-12-10 (Marketing)
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- 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 83118, The World Bank.
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