Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment
Female 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...
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| Format: | Policy Research Working Paper |
| Language: | English |
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World Bank, Washington, DC
2012
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| Online Access: | http://documents.worldbank.org/curated/en/2012/04/16197256/picture-paint-thousand-words-evidence-microcredit-marketing-experiment http://hdl.handle.net/10986/6023 |
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okr-10986-6023 |
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oai_dc |
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Digital Repository |
| institution_category |
Foreign Institution |
| institution |
Digital Repositories |
| building |
World Bank Open Knowledge Repository |
| collection |
World Bank |
| language |
English |
| topic |
ACCESS TO CAPITAL ACCESS TO FINANCE ACCESS TO FINANCIAL SERVICES ACCOUNT ACCOUNTING ADMINISTRATIVE RECORDS ADVERTISING AGRICULTURAL FINANCE AGRICULTURAL SECTOR AMOUNT OF LOAN APPLICATION PROCESS ATTITUDES TOWARDS WOMEN AUTONOMY BAD CREDIT BANK OFFICE BANKING SECTOR BANKS BORROWER BORROWING BRIBES BUSINESS ACTIVITY BUSINESS EXPERIENCE BUSINESS NETWORKS BUSINESS OWNER BUSINESS OWNERS BUSINESS OWNERSHIP BUSINESS TRAINING BUSINESS WOMAN BUSINESSWOMEN CAPITALS COMMERCIAL BANK COMMERCIAL BANKS CONSUMER DURABLES CONSUMPTION EXPENDITURES CREDIT CONSTRAINT CREDIT CONSTRAINTS CREDIT HISTORY CREDIT INFORMATION CREDIT OFFICERS CREDIT PRODUCT CREDIT PRODUCTS CREDIT SOURCE CULTURAL NORMS CURRENCY DEMAND FOR CREDIT DEVELOPING COUNTRIES DEVELOPMENT FINANCE DISADVANTAGED WOMEN DISBURSEMENT DUMMY VARIABLES ECONOMETRICS ELIGIBLE BORROWERS EMPOWERMENT ENTERPRISE DEVELOPMENT ENTREPRENEURS EQUIPMENT EXCLUSION EXPENDITURES FACE VALUE FEMALE BUSINESS FEMALE BUSINESSES FEMALE CLIENTS FEMALE ENTREPRENEUR FEMALE ENTREPRENEURS FEMALE ENTREPRENEURSHIP FINANCIAL ACCESS FINANCIAL PRODUCT FINANCIAL SECTOR REFORMS FINANCIAL SYSTEM FORMAL FINANCIAL INSTITUTION GENDER GENDER DEVELOPMENT GROUP OF WOMEN GROUP SAVINGS GUARANTORS HANDICRAFT HANDICRAFTS HOLDING HOUSEHOLD BUSINESSES HOUSEHOLD INCOME HOUSEHOLDS HOUSING HUMAN DEVELOPMENT HUSBANDS IMAGE IMPACT EVALUATION INFORMAL LENDERS INSTALLMENT INSTALLMENTS INSURANCE INTEREST RATES INTERNATIONAL BANK INVENTORIES JOINT LIABILITY LACK OF COLLATERAL LACK OF CREDIT LENDER LENDERS LIMITED ACCESS LOAN LOAN AMOUNT LOAN AMOUNTS LOAN APPLICANTS LOAN APPLICATION LOAN APPLICATION PROCEDURES LOAN APPLICATIONS LOAN DEMAND LOAN FUNDS LOAN PRICE LOAN PROCEEDS LOAN PRODUCT LOAN REPAYMENT LOAN REQUEST LOAN SIZE LOAN SIZES LOAN TERMS MARKETING MARKETING TECHNIQUES MATURITY MATURITY PERIOD MFI MICRO-ENTREPRENEURSHIP MICROCREDIT MICROENTERPRISES MICROFINANCE MICROFINANCE INSTITUTION MICROFINANCE INSTITUTIONS MICROFINANCE SECTOR MONEYLENDERS OUTREACH OUTSTANDING DEBT OUTSTANDING LOAN PEER PRESSURE PREJUDICE PRIVATE BANKS PRIVATIZATION PROFITABILITY PUBLIC SECTOR BANKS PURCHASING RECEIPT REGULATORY FRAMEWORK REMITTANCE REMITTANCE SERVICES REPAYMENT REPAYMENT CAPACITY REPAYMENT SCHEDULE RETAIL BUSINESSES RETURN RETURNS RURAL CREDIT SALES SAVINGS SELLING SMALL BUSINESSES SMALL ENTERPRISES SMALL LOAN SOURCES OF CREDIT SOURCES OF INCOME STATE BANK STATE BANK OF PAKISTAN TRANSPARENCY VILLAGE VILLAGES WOMAN WOMEN BUSINESS OWNERS WOMEN ENTREPRENEURS WORKING CAPITAL |
| spellingShingle |
ACCESS TO CAPITAL ACCESS TO FINANCE ACCESS TO FINANCIAL SERVICES ACCOUNT ACCOUNTING ADMINISTRATIVE RECORDS ADVERTISING AGRICULTURAL FINANCE AGRICULTURAL SECTOR AMOUNT OF LOAN APPLICATION PROCESS ATTITUDES TOWARDS WOMEN AUTONOMY BAD CREDIT BANK OFFICE BANKING SECTOR BANKS BORROWER BORROWING BRIBES BUSINESS ACTIVITY BUSINESS EXPERIENCE BUSINESS NETWORKS BUSINESS OWNER BUSINESS OWNERS BUSINESS OWNERSHIP BUSINESS TRAINING BUSINESS WOMAN BUSINESSWOMEN CAPITALS COMMERCIAL BANK COMMERCIAL BANKS CONSUMER DURABLES CONSUMPTION EXPENDITURES CREDIT CONSTRAINT CREDIT CONSTRAINTS CREDIT HISTORY CREDIT INFORMATION CREDIT OFFICERS CREDIT PRODUCT CREDIT PRODUCTS CREDIT SOURCE CULTURAL NORMS CURRENCY DEMAND FOR CREDIT DEVELOPING COUNTRIES DEVELOPMENT FINANCE DISADVANTAGED WOMEN DISBURSEMENT DUMMY VARIABLES ECONOMETRICS ELIGIBLE BORROWERS EMPOWERMENT ENTERPRISE DEVELOPMENT ENTREPRENEURS EQUIPMENT EXCLUSION EXPENDITURES FACE VALUE FEMALE BUSINESS FEMALE BUSINESSES FEMALE CLIENTS FEMALE ENTREPRENEUR FEMALE ENTREPRENEURS FEMALE ENTREPRENEURSHIP FINANCIAL ACCESS FINANCIAL PRODUCT FINANCIAL SECTOR REFORMS FINANCIAL SYSTEM FORMAL FINANCIAL INSTITUTION GENDER GENDER DEVELOPMENT GROUP OF WOMEN GROUP SAVINGS GUARANTORS HANDICRAFT HANDICRAFTS HOLDING HOUSEHOLD BUSINESSES HOUSEHOLD INCOME HOUSEHOLDS HOUSING HUMAN DEVELOPMENT HUSBANDS IMAGE IMPACT EVALUATION INFORMAL LENDERS INSTALLMENT INSTALLMENTS INSURANCE INTEREST RATES INTERNATIONAL BANK INVENTORIES JOINT LIABILITY LACK OF COLLATERAL LACK OF CREDIT LENDER LENDERS LIMITED ACCESS LOAN LOAN AMOUNT LOAN AMOUNTS LOAN APPLICANTS LOAN APPLICATION LOAN APPLICATION PROCEDURES LOAN APPLICATIONS LOAN DEMAND LOAN FUNDS LOAN PRICE LOAN PROCEEDS LOAN PRODUCT LOAN REPAYMENT LOAN REQUEST LOAN SIZE LOAN SIZES LOAN TERMS MARKETING MARKETING TECHNIQUES MATURITY MATURITY PERIOD MFI MICRO-ENTREPRENEURSHIP MICROCREDIT MICROENTERPRISES MICROFINANCE MICROFINANCE INSTITUTION MICROFINANCE INSTITUTIONS MICROFINANCE SECTOR MONEYLENDERS OUTREACH OUTSTANDING DEBT OUTSTANDING LOAN PEER PRESSURE PREJUDICE PRIVATE BANKS PRIVATIZATION PROFITABILITY PUBLIC SECTOR BANKS PURCHASING RECEIPT REGULATORY FRAMEWORK REMITTANCE REMITTANCE SERVICES REPAYMENT REPAYMENT CAPACITY REPAYMENT SCHEDULE RETAIL BUSINESSES RETURN RETURNS RURAL CREDIT SALES SAVINGS SELLING SMALL BUSINESSES SMALL ENTERPRISES SMALL LOAN SOURCES OF CREDIT SOURCES OF INCOME STATE BANK STATE BANK OF PAKISTAN TRANSPARENCY VILLAGE VILLAGES WOMAN WOMEN BUSINESS OWNERS WOMEN ENTREPRENEURS WORKING CAPITAL Giné, Xavier Mansuri, Ghazala Picón, Mario Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment |
| relation |
Policy Research Working Paper ; No. 6020 |
| description |
Female 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. |
| format |
Publications & Research :: Policy Research Working Paper |
| author |
Giné, Xavier Mansuri, Ghazala Picón, Mario |
| author_facet |
Giné, Xavier Mansuri, Ghazala Picón, Mario |
| author_sort |
Giné, Xavier |
| title |
Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment |
| title_short |
Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment |
| title_full |
Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment |
| title_fullStr |
Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment |
| title_full_unstemmed |
Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment |
| title_sort |
does a picture paint a thousand words? evidence from a microcredit marketing experiment |
| publisher |
World Bank, Washington, DC |
| publishDate |
2012 |
| url |
http://documents.worldbank.org/curated/en/2012/04/16197256/picture-paint-thousand-words-evidence-microcredit-marketing-experiment http://hdl.handle.net/10986/6023 |
| _version_ |
1764397135663464448 |
| spelling |
okr-10986-60232021-04-23T14:02:24Z Does a Picture Paint a Thousand Words? Evidence from a Microcredit Marketing Experiment Giné, Xavier Mansuri, Ghazala Picón, Mario ACCESS TO CAPITAL ACCESS TO FINANCE ACCESS TO FINANCIAL SERVICES ACCOUNT ACCOUNTING ADMINISTRATIVE RECORDS ADVERTISING AGRICULTURAL FINANCE AGRICULTURAL SECTOR AMOUNT OF LOAN APPLICATION PROCESS ATTITUDES TOWARDS WOMEN AUTONOMY BAD CREDIT BANK OFFICE BANKING SECTOR BANKS BORROWER BORROWING BRIBES BUSINESS ACTIVITY BUSINESS EXPERIENCE BUSINESS NETWORKS BUSINESS OWNER BUSINESS OWNERS BUSINESS OWNERSHIP BUSINESS TRAINING BUSINESS WOMAN BUSINESSWOMEN CAPITALS COMMERCIAL BANK COMMERCIAL BANKS CONSUMER DURABLES CONSUMPTION EXPENDITURES CREDIT CONSTRAINT CREDIT CONSTRAINTS CREDIT HISTORY CREDIT INFORMATION CREDIT OFFICERS CREDIT PRODUCT CREDIT PRODUCTS CREDIT SOURCE CULTURAL NORMS CURRENCY DEMAND FOR CREDIT DEVELOPING COUNTRIES DEVELOPMENT FINANCE DISADVANTAGED WOMEN DISBURSEMENT DUMMY VARIABLES ECONOMETRICS ELIGIBLE BORROWERS EMPOWERMENT ENTERPRISE DEVELOPMENT ENTREPRENEURS EQUIPMENT EXCLUSION EXPENDITURES FACE VALUE FEMALE BUSINESS FEMALE BUSINESSES FEMALE CLIENTS FEMALE ENTREPRENEUR FEMALE ENTREPRENEURS FEMALE ENTREPRENEURSHIP FINANCIAL ACCESS FINANCIAL PRODUCT FINANCIAL SECTOR REFORMS FINANCIAL SYSTEM FORMAL FINANCIAL INSTITUTION GENDER GENDER DEVELOPMENT GROUP OF WOMEN GROUP SAVINGS GUARANTORS HANDICRAFT HANDICRAFTS HOLDING HOUSEHOLD BUSINESSES HOUSEHOLD INCOME HOUSEHOLDS HOUSING HUMAN DEVELOPMENT HUSBANDS IMAGE IMPACT EVALUATION INFORMAL LENDERS INSTALLMENT INSTALLMENTS INSURANCE INTEREST RATES INTERNATIONAL BANK INVENTORIES JOINT LIABILITY LACK OF COLLATERAL LACK OF CREDIT LENDER LENDERS LIMITED ACCESS LOAN LOAN AMOUNT LOAN AMOUNTS LOAN APPLICANTS LOAN APPLICATION LOAN APPLICATION PROCEDURES LOAN APPLICATIONS LOAN DEMAND LOAN FUNDS LOAN PRICE LOAN PROCEEDS LOAN PRODUCT LOAN REPAYMENT LOAN REQUEST LOAN SIZE LOAN SIZES LOAN TERMS MARKETING MARKETING TECHNIQUES MATURITY MATURITY PERIOD MFI MICRO-ENTREPRENEURSHIP MICROCREDIT MICROENTERPRISES MICROFINANCE MICROFINANCE INSTITUTION MICROFINANCE INSTITUTIONS MICROFINANCE SECTOR MONEYLENDERS OUTREACH OUTSTANDING DEBT OUTSTANDING LOAN PEER PRESSURE PREJUDICE PRIVATE BANKS PRIVATIZATION PROFITABILITY PUBLIC SECTOR BANKS PURCHASING RECEIPT REGULATORY FRAMEWORK REMITTANCE REMITTANCE SERVICES REPAYMENT REPAYMENT CAPACITY REPAYMENT SCHEDULE RETAIL BUSINESSES RETURN RETURNS RURAL CREDIT SALES SAVINGS SELLING SMALL BUSINESSES SMALL ENTERPRISES SMALL LOAN SOURCES OF CREDIT SOURCES OF INCOME STATE BANK STATE BANK OF PAKISTAN TRANSPARENCY VILLAGE VILLAGES WOMAN WOMEN BUSINESS OWNERS WOMEN ENTREPRENEURS WORKING CAPITAL Female 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. 2012-04-27T07:43:49Z 2012-04-27T07:43:49Z 2012-04 http://documents.worldbank.org/curated/en/2012/04/16197256/picture-paint-thousand-words-evidence-microcredit-marketing-experiment http://hdl.handle.net/10986/6023 English Policy Research Working Paper ; No. 6020 Impact Evaluation Series ; No. 54 CC BY 3.0 IGO http://creativecommons.org/licenses/by/3.0/igo/ World Bank World Bank, Washington, DC Publications & Research :: Policy Research Working Paper Publications & Research |