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Can we fight drugs using communication campaigns? A framed field experiment

Author

Listed:
  • Marcela Ibanez

    (Georg-August University Göttingen)

  • Juanita Vasquez

    (University of Göttingen)

Abstract

This paper uses a framed field experiment to test the effect of persuasive communication as a strategy in the fight against drugs in Colombia. Our design varies the salience and the degree of informativeness of the messages that participants receive, while highlighting particular negative effects of growing coca in the community. We find that messages that make the relation of coca cultivation with violence salient are the most effective at reducing coca investments. Our results suggest that the main mechanism at play is attitudinal change rather than a change in beliefs. Interestingly, we find that exposure to persuasive messages translates into lower intentions to cultivate coca in the future. We conclude that interventions that aim at increasing “awareness” of the negative effects that coca has in the community are a promising policy instrument in the fight against drugs.

Suggested Citation

  • Marcela Ibanez & Juanita Vasquez, 2016. "Can we fight drugs using communication campaigns? A framed field experiment," Courant Research Centre: Poverty, Equity and Growth - Discussion Papers 199, Courant Research Centre PEG.
    • Handle: RePEc:got:gotcrc:199
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    More about this item

    Keywords

    Field experiment; attitudinal change; communication campaigns; illegal behavior;
    All these keywords.

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • G11 - Financial Economics - - General Financial Markets - - - Portfolio Choice; Investment Decisions
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • K42 - Law and Economics - - Legal Procedure, the Legal System, and Illegal Behavior - - - Illegal Behavior and the Enforcement of Law
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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