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Does a picture paint a thousand words ? evidence from a microcredit marketing experiment, Volume 1
Author:Gine, Xavier; Mansuri, Ghazala; Picon, Mario; Country:World;
Date Stored:2012/04/02Document Date:2012/04/01
Document Type:Policy Research Working PaperSubTopics:Access to Finance; Debt Markets; Business in Development; Competitiveness and Competition Policy; Banks & Banking Reform
Language:EnglishMajor Sector:Agriculture, Fishing and Forestry; Water, Sanitation and Waste Management
Rel. Proj ID:PK-Evaluation Of The National Rural Support Program -- -- P102755;Region:The World Region
Report Number:WPS6020Sub Sectors:Other Agriculture, Fishing and Forestry; Other Water Supply, Sanitation and Waste Management; Micro- and SME finance
Collection Title:Impact Evaluation series ; no. IE 54Policy Research working paper ; no. WPS 6020Volume No:1

Summary: 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.

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