Study • Finance · Loan Application
What’S Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment’.
Bertrand et al. (2010), ‘What’s Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment’, The Quarterly Journal of Economics.
Summary by Mark Egan
A direct mail field experiment in South Africa randomized advertising content concerning bank loans to measure the effects of different framing on demand. The results showed that including a photo of a pretty girl increased loan demand by as much as if interest rate had been reduced by 25%.
Tactics used
TACTICS
Framing Effects
Behaviors addressed
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