Does a public campaign influence debit card usage? Evidence from the Netherlands
Mirjam Plooij and
DNB Working Papers from Netherlands Central Bank, Research Department
Do consumers change their payment behaviour after being exposed to a public campaign that encourages them to use their debit cards more often? We analyse the impact of such a campaign that started in 2007, using weekly debit card transaction data between 2005 and 2013. The overall results show positive effects of a national campaign to promote debit card usage, both in the short and in the long run. Debit card usage increased by 2%. The effects are the most significant at the early stages of the campaign, while appearing to wear off after a few years of interventions. The results suggest that high campaign intensity had a positive impact, as did a focus on certain large retail chains.
Keywords: debit cards; payment behaviour; social marketing; cost efficiency; safety (search for similar items in EconPapers)
JEL-codes: D24 E42 G21 M31 M37 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-ban, nep-eur, nep-mac and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:dnb:dnbwpp:470
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