Using role models to inspire marginalized groups: A cautionary tale

How can development programs reach geographically, politically, culturally, and economically isolated communities? We present experimental evidence on the impact of a role model intervention to inspire enterprise activity among ethnic minorities in Vietnam. We distinguish between relatable ethnic minority role models and ethnic majority role models to examine how increasing the social distance of a role model from the target population affects outcomes, while holding the information content constant. The intervention temporarily increased the locus of control of participants in the ethnic minority treatment, however, these effects were transient and faded over time. While behavioral responses were limited, we find some evidence that the social relatability of the role models was a slightly more important trigger for behavioral change than the information content. Ultimately, however, the limited effects of the treatments on enterprise activities did not translate into higher incomes for households at end-line. Overall, our findings provide a cautionary tale for the use of role models as a standalone intervention to generate sustained behavioral change.