Bertrand, Marianne; Karlan, Dean; Mullainathan, Sendhil; … - In: The Quarterly Journal of Economics 125 (2010) 1, pp. 263-305
Firms spend billions of dollars developing advertising content, yet there is little field evidence on how much or how it affects demand. We analyze a direct mail field experiment in South Africa implemented by a consumer lender that randomized advertising content, loan price, and loan offer...