EXPRESS: Using Expenditure Reframes to Increase Interest in Claiming Government Benefits

IF 11.5 1区 管理学 Q1 BUSINESS
Wendy De La Rosa, Jackie Silverman, Abigail B. Sussman, Gwen Rino, Vince Dorie, Maximilian Hell, Eric Giannella, Lisa Dillman
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引用次数: 0

Abstract

Millions of eligible lower-income people do not apply for government benefits. Increasing interest in applying for these benefits is a crucial concern for marketers and economists, as the underutilization of benefits limits their effectiveness. This research proposes that expenditure reframes , descriptions translating monetary amounts into expense categories, can increase interest in government benefits. Expenditure reframes enhance a benefit’s psychological value, helping consumers better understand its impact on their financial lives. Evidence from a large-scale preregistered field experiment ( N = 14,267) aimed at encouraging lower-income individuals to claim a tax credit demonstrates that expenditure reframe messages increased interest, increasing visits to the claiming website. A second preregistered large-scale field experiment among Medicaid recipients ( N = 71,939) identifies a boundary condition for the effect of expenditure reframes on interest. A third preregistered large-scale field experiment replicates the efficacy of expenditure reframes ( N = 36,081) and highlights how the expense type featured in the reframe moderates these effects. Results from three preregistered online experiments support these findings and further elucidate the impact of expenditure reframes on psychological value. This work underscores how marketers, practitioners, and policymakers shape perceptions of government benefits and illustrates key considerations for designing effective outreach campaigns targeting lower-income households.
EXPRESS:使用支出框架来增加申请政府福利的兴趣
数百万符合条件的低收入者没有申请政府福利。对于市场营销人员和经济学家来说,申请这些福利的兴趣日益增加是一个至关重要的问题,因为福利的利用不足限制了它们的有效性。本研究提出支出框架,即将货币金额转换为支出类别的描述,可以增加对政府福利的兴趣。支出框架提高了利益的心理价值,帮助消费者更好地了解其对其财务生活的影响。一项旨在鼓励低收入个人申请税收抵免的大规模预注册现场实验(N = 14,267)的证据表明,支出重组信息增加了兴趣,增加了申请网站的访问量。在医疗补助接受者中进行的第二次预先登记的大规模实地实验(N = 71,939)确定了支出结构对利息影响的边界条件。第三个预先登记的大规模实地实验重复了支出框架的有效性(N = 36,081),并强调了重组中的支出类型如何调节这些效果。三个预先注册的在线实验的结果支持了这些发现,并进一步阐明了支出框架对心理价值的影响。这项工作强调了市场营销人员、从业人员和政策制定者如何塑造对政府福利的看法,并说明了针对低收入家庭设计有效外展活动的关键考虑因素。
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来源期刊
CiteScore
24.10
自引率
5.40%
发文量
49
期刊介绍: Founded in 1936,the Journal of Marketing (JM) serves as a premier outlet for substantive research in marketing. JM is dedicated to developing and disseminating knowledge about real-world marketing questions, catering to scholars, educators, managers, policy makers, consumers, and other global societal stakeholders. Over the years,JM has played a crucial role in shaping the content and boundaries of the marketing discipline.
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