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Did a Public Campaign Influence Debit Card Usage? Evidence from the Netherlands

Nicole Jonker, Mirjam Plooij () and Johan Verburg ()
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Mirjam Plooij: European Central Bank
Johan Verburg: Statistics Netherlands

Journal of Financial Services Research, 2017, vol. 52, issue 1, 89-121

Abstract: Abstract Did consumers change their payment behaviour after being exposed to a public campaign that encouraged them to use their debit cards more often? We analysed the impact of such a campaign that started in 2007, using debit card transaction data between 2005 and 2013. The overall results show positive effects of the national campaign to promote debit card usage, both in the short and in the long run. The results suggest that high campaign intensity aimed at consumers had a positive impact, as did a focus on certain large retail chains. Interventions aimed at increasing debit card acceptance by retailers were effective to some extent. Providing information to retailers about the benefits of debit card acceptance led to higher card acceptance, but no proof was found for the effectiveness of financial incentives for retailers.

Keywords: Debit cards; Payment behaviour; Card acceptance; Public campaign (search for similar items in EconPapers)
JEL-codes: D24 E42 G21 M31 M37 (search for similar items in EconPapers)
Date: 2017
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