Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior

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 pr...

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Main Authors:	Mulaj, Florentina, Jack, William
Format:	Working Paper
Language:	English en_US
Published:	World Bank, Washington, DC 2013
Online Access:	http://documents.worldbank.org/curated/en/2012/11/17047182/evaluating-efficacy-mass-media-social-marketing-campaigns-changing-consumer-financial-behavior http://hdl.handle.net/10986/13563

id	okr-10986-13563
recordtype	oai_dc
spelling	okr-10986-135632021-04-23T14:03:08Z 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. 2013-05-28T18:07:21Z 2013-05-28T18:07:21Z 2012-11 http://documents.worldbank.org/curated/en/2012/11/17047182/evaluating-efficacy-mass-media-social-marketing-campaigns-changing-consumer-financial-behavior http://hdl.handle.net/10986/13563 English en_US Social Protection and Labor Discussion Paper;No. 1220 CC BY 3.0 IGO http://creativecommons.org/licenses/by/3.0/igo World Bank World Bank, Washington, DC Publications & Research :: Working Paper Publications & Research
repository_type	Digital Repository
institution_category	Foreign Institution
institution	Digital Repositories
building	World Bank Open Knowledge Repository
collection	World Bank
language	English en_US
relation	Social Protection and Labor Discussion Paper;No. 1220
description	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.
format	Publications & Research :: Working Paper
author	Mulaj, Florentina Jack, William
spellingShingle	Mulaj, Florentina Jack, William Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior
author_facet	Mulaj, Florentina Jack, William
author_sort	Mulaj, Florentina
title	Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior
title_short	Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior
title_full	Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior
title_fullStr	Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior
title_full_unstemmed	Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior
title_sort	evaluating the efficacy of mass media and social marketing campaigns in changing consumer financial behavior
publisher	World Bank, Washington, DC
publishDate	2013
url	http://documents.worldbank.org/curated/en/2012/11/17047182/evaluating-efficacy-mass-media-social-marketing-campaigns-changing-consumer-financial-behavior http://hdl.handle.net/10986/13563
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Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior

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