Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment

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dc.creatorPicón, Mario
dc.creatorGiné, Xavier
dc.creatorMansuri, Ghazala
dc.date2013-05-21T16:14:14Z
dc.date2013-05-21T16:14:14Z
dc.date2011-10-18
dc.date.accessioned2026-07-01T01:11:24Z
dc.descriptionFemale entrepreneurship is low in many developing economies partly due to constraints on women's time and mobility, often reinforced by social norms. We analyze a marketing experiment designed to encourage female uptake of a new microcredit product. A brochure with two different covers was randomly distributed among male and female borrowing groups. One cover featured 5 businesses run by men while the other had identical businesses run by women. We find that both men and women respond to psychological cues. Men who are not themselves business owners, have lower measured ability and whose wives are less educated respond more negatively to the female brochure, as do women business owners with low autonomy within the household. Women with relatively high levels of autonomy shown the male brochure have a similar negative response, while there is no effect on female business owners with autonomy shown the female brochure. Overall, these results suggest that women's response to psychological cues, such as positive role models, may be mediated by their autonomy and that more disadvantaged women may require more intensive interventions.
dc.formatapplication/pdf
dc.identifierWorld Bank Economic Review
dc.identifier1564-698X
dc.identifierdoi:10.1093/wber/lhr026
dc.identifierhttps://hdl.handle.net/10986/13491
dc.identifierhttps://doi.org/10.1596/13490
dc.identifier.urihttp://hdl.handle.net/123456789/415954
dc.languageen_US
dc.publisherWorld Bank
dc.relationWorld Bank Economic Review
dc.relationWorld Bank Economic Review;25(3)
dc.rightsCC BY-NC-ND 3.0 IGO
dc.rightshttp://creativecommons.org/licenses/by-nc-nd/3.0/igo
dc.rightsWorld Bank
dc.subjectaccess to capital
dc.subjectBank Office
dc.subjectborrowing
dc.subjectbusiness networks
dc.subjectbusiness owners
dc.subjectdisadvantaged women
dc.subjecteligible borrowers
dc.subjectentrepreneurs
dc.subjectfemale business
dc.subjectFemale entrepreneurship
dc.subjectGender
dc.subjectInternational Bank
dc.subjectlimited access
dc.subjectmicro-entrepreneurship
dc.subjectMicrocredit
dc.subjectmicrofinance
dc.subjectprofitability
dc.subjectsmall businesses
dc.subjectwoman
dc.subjectwomen business owners
dc.titleDoes a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment
dc.typeJournal Article
dc.typeArticle de journal
dc.typeArtículo de revista

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