El ciclo de seminarios “Antropología, cultura y comportamiento” contará con la intervención de Pablo Brañas-Garza (Universidad Loyola Andalucía), quien nos hablará sobre el artículo «Diffusion of mobile banking among rural women: Incentivising local leaders vs. a marketing campaign», del que es autor junto a Jaromir Kovarik y Ericka Rascón.
Resumen: Although mobile banking is viewed as a remedy for the limited access to banking and financial services in the developing world, its adoption rates–especially among women–are well below the expectations. How can we promote its adoption among those socially and economically disadvantaged? We experimentally compare the effectiveness of two strategies: seeded diffusion via incentivised local leaders and a traditional marketing campaign, to promote the adoption of mobile banking among poor women in rural Peru. For the first one, we exploit the existence of local leaders who were trained by a local firm to promote the diffusion of a mobile banking application. For the second, we take advantage of an ongoing regional marketing campaign. During the experiment, we monitor adoption rates in treatment and control areas before, during and after both strategies took place. We show that the personalized seeded diffusion via local leaders is an effective promotion strategy as it largely outperforms the traditional campaign. In fact, the adoption rates during the campaign are statistically indistinguishable from zero. We additionally show that the seeded incentivised diffusion relies on certain features of the underlying community networks that are known to promote trust. Our results emphasize the necessity of personalized approaches to promote technological products such a mobile banking among vulnerable populations.
Bio: Pablo Brañas-Garza es catedrático de Economía del Comportamiento en la Universidad Loyola Andalucía desde 2018. Antes de este puesto, fue catedrático de Economía del Comportamiento en Middlesex University London (2012-2018) y de Teoría Económica en la Universidad de Granada (2009-2012). El prof. Brañas-Garza es editor asociado de PLoS ONE y Journal of Behavioral and Experimental Economics y miembro del ESRC Peer Review College. Anteriormente, ha sido editor invitado en Frontiers in Behavioral Neuroscience y board member de Revista Internacional de Sociología y Revista Española de Física. Fue Presidente de la Society for the Advancement in Behavioral Economics (SABE) entre 2016 y 2018 y board member entre 2012 y 2016. Entre 2014 y 2016 fue investigador principal del proyecto ESRC-London Experimental Workshop. Sus trabajos de investigación han sido publicados en revistas de alto renombre internacional como Proceeding of the Royal Society B, Nature Scientific Reports, PloS ONE, Frontiers in Behavioral Neuroscience, Experimental Economics, International Economic Review, Evolution & Human Behavior y Biology Letters.
https://sites.google.com/site/pablobranasgarza/home
Entrada libre hasta completar aforo.
- Fecha: Miércoles, 11 de marzo de 2020
- Lugar: Salón de Grados Decano José Palanco (Facultad de Filosofía y Letras, edificio nuevo, sótano)
- Horario: 12:30 – 13:30
- Organiza: Seminarios “Antropología, cultura y comportamiento”
- Más información:
Antonio M. Espín
Departamento de Antropología Social & Granada Lab of Behavioral Economics (GLoBE)
Campus de la Cartuja s/n
Universidad de Granada
kanton@ugr.es