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.date2012-04-27T07:43:49Z
dc.date2012-04-27T07:43:49Z
dc.date2012-04
dc.date.accessioned2026-07-01T01:09:14Z
dc.descriptionFemale entrepreneurship is low in many developing economies partly because of constraints on women's time and mobility, which are often reinforced by social norms. This paper analyzes a marketing experiment designed to encourage women to adopt a new microcredit product. A brochure with the same content but two different covers was randomly distributed among male and female borrowing groups. One cover featured five businesses run by men, while the other showed identical businesses run by women. Men and women responded to psychological cues. Among men who were not business owners, had lower measured ability and whose wives were less educated, the responses to the female brochure were more negative, as did female business owners with low autonomy within the household. Women with relatively high levels of autonomy had a similar negative response to the male brochure, while there was no effect on female business owners with autonomy. Overall, these results suggest that women's response to psychological cues, such as positive role models, may be affected by their level of autonomy at home, and more intensive interventions may be required for more disadvantaged women.
dc.formatapplication/pdf
dc.formattext/plain
dc.identifierhttp://documents.worldbank.org/curated/en/2012/04/16197256/picture-paint-thousand-words-evidence-microcredit-marketing-experiment
dc.identifierhttps://hdl.handle.net/10986/6023
dc.identifierhttps://doi.org/10.1596/1813-9450-6020
dc.identifier.urihttp://hdl.handle.net/123456789/415647
dc.languageEnglish
dc.publisherWorld Bank, Washington, DC
dc.relationPolicy Research Working Paper ; No. 6020
dc.relationImpact Evaluation Series ; No. 54
dc.rightsCC BY 3.0 IGO
dc.rightshttp://creativecommons.org/licenses/by/3.0/igo/
dc.rightsWorld Bank
dc.subjectACCESS TO CAPITAL
dc.subjectACCESS TO FINANCE
dc.subjectACCESS TO FINANCIAL SERVICES
dc.subjectACCOUNT
dc.subjectACCOUNTING
dc.subjectADMINISTRATIVE RECORDS
dc.subjectADVERTISING
dc.subjectAGRICULTURAL FINANCE
dc.subjectAGRICULTURAL SECTOR
dc.subjectAMOUNT OF LOAN
dc.subjectAPPLICATION PROCESS
dc.subjectATTITUDES TOWARDS WOMEN
dc.subjectAUTONOMY
dc.subjectBAD CREDIT
dc.subjectBANK OFFICE
dc.subjectBANKING SECTOR
dc.subjectBANKS
dc.subjectBORROWER
dc.subjectBORROWING
dc.subjectBRIBES
dc.subjectBUSINESS ACTIVITY
dc.subjectBUSINESS EXPERIENCE
dc.subjectBUSINESS NETWORKS
dc.subjectBUSINESS OWNER
dc.subjectBUSINESS OWNERS
dc.subjectBUSINESS OWNERSHIP
dc.subjectBUSINESS TRAINING
dc.subjectBUSINESS WOMAN
dc.subjectBUSINESSWOMEN
dc.subjectCAPITALS
dc.subjectCOMMERCIAL BANK
dc.subjectCOMMERCIAL BANKS
dc.subjectCONSUMER DURABLES
dc.subjectCONSUMPTION EXPENDITURES
dc.subjectCREDIT CONSTRAINT
dc.subjectCREDIT CONSTRAINTS
dc.subjectCREDIT HISTORY
dc.subjectCREDIT INFORMATION
dc.subjectCREDIT OFFICERS
dc.subjectCREDIT PRODUCT
dc.subjectCREDIT PRODUCTS
dc.subjectCREDIT SOURCE
dc.subjectCULTURAL NORMS
dc.subjectCURRENCY
dc.subjectDEMAND FOR CREDIT
dc.subjectDEVELOPING COUNTRIES
dc.subjectDEVELOPMENT FINANCE
dc.subjectDISADVANTAGED WOMEN
dc.subjectDISBURSEMENT
dc.subjectDUMMY VARIABLES
dc.subjectECONOMETRICS
dc.subjectELIGIBLE BORROWERS
dc.subjectEMPOWERMENT
dc.subjectENTERPRISE DEVELOPMENT
dc.subjectENTREPRENEURS
dc.subjectEQUIPMENT
dc.subjectEXCLUSION
dc.subjectEXPENDITURES
dc.subjectFACE VALUE
dc.subjectFEMALE BUSINESS
dc.subjectFEMALE BUSINESSES
dc.subjectFEMALE CLIENTS
dc.subjectFEMALE ENTREPRENEUR
dc.subjectFEMALE ENTREPRENEURS
dc.subjectFEMALE ENTREPRENEURSHIP
dc.subjectFINANCIAL ACCESS
dc.subjectFINANCIAL PRODUCT
dc.subjectFINANCIAL SECTOR REFORMS
dc.subjectFINANCIAL SYSTEM
dc.subjectFORMAL FINANCIAL INSTITUTION
dc.subjectGENDER
dc.subjectGENDER DEVELOPMENT
dc.subjectGROUP OF WOMEN
dc.subjectGROUP SAVINGS
dc.subjectGUARANTORS
dc.subjectHANDICRAFT
dc.subjectHANDICRAFTS
dc.subjectHOLDING
dc.subjectHOUSEHOLD BUSINESSES
dc.subjectHOUSEHOLD INCOME
dc.subjectHOUSEHOLDS
dc.subjectHOUSING
dc.subjectHUMAN DEVELOPMENT
dc.subjectHUSBANDS
dc.subjectIMAGE
dc.subjectIMPACT EVALUATION
dc.subjectINFORMAL LENDERS
dc.subjectINSTALLMENT
dc.subjectINSTALLMENTS
dc.subjectINSURANCE
dc.subjectINTEREST RATES
dc.subjectINTERNATIONAL BANK
dc.subjectINVENTORIES
dc.subjectJOINT LIABILITY
dc.subjectLACK OF COLLATERAL
dc.subjectLACK OF CREDIT
dc.subjectLENDER
dc.subjectLENDERS
dc.subjectLIMITED ACCESS
dc.subjectLOAN
dc.subjectLOAN AMOUNT
dc.subjectLOAN AMOUNTS
dc.subjectLOAN APPLICANTS
dc.subjectLOAN APPLICATION
dc.subjectLOAN APPLICATION PROCEDURES
dc.subjectLOAN APPLICATIONS
dc.subjectLOAN DEMAND
dc.subjectLOAN FUNDS
dc.subjectLOAN PRICE
dc.subjectLOAN PROCEEDS
dc.subjectLOAN PRODUCT
dc.subjectLOAN REPAYMENT
dc.subjectLOAN REQUEST
dc.subjectLOAN SIZE
dc.subjectLOAN SIZES
dc.subjectLOAN TERMS
dc.subjectMARKETING
dc.subjectMARKETING TECHNIQUES
dc.subjectMATURITY
dc.subjectMATURITY PERIOD
dc.subjectMFI
dc.subjectMICRO-ENTREPRENEURSHIP
dc.subjectMICROCREDIT
dc.subjectMICROENTERPRISES
dc.subjectMICROFINANCE
dc.subjectMICROFINANCE INSTITUTION
dc.subjectMICROFINANCE INSTITUTIONS
dc.subjectMICROFINANCE SECTOR
dc.subjectMONEYLENDERS
dc.subjectOUTREACH
dc.subjectOUTSTANDING DEBT
dc.subjectOUTSTANDING LOAN
dc.subjectPEER PRESSURE
dc.subjectPREJUDICE
dc.subjectPRIVATE BANKS
dc.subjectPRIVATIZATION
dc.subjectPROFITABILITY
dc.subjectPUBLIC SECTOR BANKS
dc.subjectPURCHASING
dc.subjectRECEIPT
dc.subjectREGULATORY FRAMEWORK
dc.subjectREMITTANCE
dc.subjectREMITTANCE SERVICES
dc.subjectREPAYMENT
dc.subjectREPAYMENT CAPACITY
dc.subjectREPAYMENT SCHEDULE
dc.subjectRETAIL BUSINESSES
dc.subjectRETURN
dc.subjectRETURNS
dc.subjectRURAL CREDIT
dc.subjectSALES
dc.subjectSAVINGS
dc.subjectSELLING
dc.subjectSMALL BUSINESSES
dc.subjectSMALL ENTERPRISES
dc.subjectSMALL LOAN
dc.subjectSOURCES OF CREDIT
dc.subjectSOURCES OF INCOME
dc.subjectSTATE BANK
dc.subjectSTATE BANK OF PAKISTAN
dc.subjectTRANSPARENCY
dc.subjectVILLAGE
dc.subjectVILLAGES
dc.subjectWOMAN
dc.subjectWOMEN BUSINESS OWNERS
dc.subjectWOMEN ENTREPRENEURS
dc.subjectWORKING CAPITAL
dc.titleDoes a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment

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