Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/27007 
Erscheinungsjahr: 
2008
Schriftenreihe/Nr.: 
Center Discussion Paper No. 968
Verlag: 
Yale University, Economic Growth Center, New Haven, CT
Zusammenfassung: 
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.
Schlagwörter: 
economics of advertising
economics & psychology
behavioral economics
cues
microfinance
JEL: 
D01
M31
M37
C93
D12
D14
D21
D81
D91
O12
Dokumentart: 
Working Paper

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