Arbeitspapier

What's advertising content worth? Evidence from a consumer credit marketing field experiment

Firms spend billions of dollars each year advertising consumer products in order to influence demand. Much of these outlays are on the creative design of advertising content. Creative content often uses nuances of presentation and framing that have large effects on consumer decision making in laboratory studies. But there is little field evidence on the effect of advertising content as it compares in magnitude to the effect of price. We analyze a direct mail field experiment in South Africa implemented by a consumer lender that randomized creative content and loan price simultaneously. We find that content has significant effects on demand. There is also some evidence that the magnitude of content sensitivity is large relative to pricesensitivity. However, it was difficult to predict which particular types of content would significantly impact demand. This fits with a central premise of psychology context mattersand highlights the importance of testing the robustness of laboratory findings in the field.

Sprache
Englisch

Erschienen in
Series: Center Discussion Paper ; No. 968

Klassifikation
Wirtschaft
Microeconomic Behavior: Underlying Principles
Marketing
Advertising
Field Experiments
Consumer Economics: Empirical Analysis
Household Saving; Personal Finance
Firm Behavior: Theory
Criteria for Decision-Making under Risk and Uncertainty
Micro-Based Behavioral Economics: Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making‡
Microeconomic Analyses of Economic Development
Thema
economics of advertising
economics & psychology
behavioral economics
cues
microfinance

Ereignis
Geistige Schöpfung
(wer)
Bertrand, Marianne
Karlan, Dean S.
Mullainathan, Sendhil
Shafir, Eldar
Zinman, Jonathan
Ereignis
Veröffentlichung
(wer)
Yale University, Economic Growth Center
(wo)
New Haven, CT
(wann)
2008

Handle
Letzte Aktualisierung
10.03.2025, 11:44 MEZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Arbeitspapier

Beteiligte

  • Bertrand, Marianne
  • Karlan, Dean S.
  • Mullainathan, Sendhil
  • Shafir, Eldar
  • Zinman, Jonathan
  • Yale University, Economic Growth Center

Entstanden

  • 2008

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