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Does a public campaign influence debit card usage? Evidence from the Netherlands

Nicole Jonker, Mirjam Plooij and Johan Verburg

DNB Working Papers from Netherlands Central Bank, Research Department

Abstract: 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)
Date: 2015-04
New Economics Papers: this item is included in nep-ban, nep-eur, nep-mac and nep-mkt
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