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


  • Mulaj, Florentina
  • Jack, William


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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  • Mulaj, Florentina & Jack, William, 2012. "Evaluating the efficacy of mass media and social marketing campaigns in changing consumer financial behavior," Social Protection and Labor Policy and Technical Notes 73924, The World Bank.
  • Handle: RePEc:wbk:hdnspu:73924

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    References listed on IDEAS

    1. Quentin Wodon & Hassan Zaman, 2010. "Higher Food Prices in Sub-Saharan Africa: Poverty Impact and Policy Responses," World Bank Research Observer, World Bank Group, vol. 25(1), pages 157-176, February.
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    Cited by:

    1. Umapathi, Nithin & Wang, Dewen & O'Keefe, Philip, 2013. "Eligibility thresholds for minimum living guarantee programs : international practices and implications for China," Social Protection and Labor Policy and Technical Notes 83118, The World Bank.
    2. Domelen, Julie van, 2012. "Togo : towards a national social protection policy and strategy," Social Protection and Labor Policy and Technical Notes 89000, The World Bank.
    3. Robalino, David A. & Weber, Michael, 2013. "Designing and implementing unemployment benefit systems in middle and low income countries : key choices between insurance and savings accounts," Social Protection and Labor Policy and Technical Notes 90348, The World Bank.
    4. 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 and Labor Policy and Technical Notes 88769, The World Bank.

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

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