Evaluating the Efficacy of Mass Media and Social Marketing Campaigns in Changing Consumer Financial Behavior
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World Bank, Washington, DC
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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.