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Delivering information about retirement saving among Hispanic women: two Facebook experiments

Published online by Cambridge University Press:  16 October 2018

LUISA R. BLANCO  and
LUIS M. RODRIGUEZ
LUISA R. BLANCO*
Affiliation:
Pepperdine University, School of Public Policy, Malibu, CA, USA
LUIS M. RODRIGUEZ
Affiliation:
Ogilvy, Los Angeles, CA, USA
*
*Correspondence to: Pepperdine University, School of Public Policy, 24255 Pacific Coast Highway, Malibu, CA90263, USA. Email: [email protected]
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Abstract

We conducted two Facebook experiments (the first one during July 21–25, 2016, and the second during April 22–25, 2018) to determine what type of message related to injunctive norms is more effective in getting Hispanic women interested in learning about financial planning for retirement. We also explore how social media tools could be used in future interventions to promote retirement saving among Hispanic women. In both experiments, we found that a message centered on peer influence may be more successful than a message centered on familism in getting Hispanic women interested in learning more about financial planning for retirement. When we disaggregate our data by age and state, we find that click-through rates were higher among Hispanic women between 45 and 55 years old, and the largest numbers of impressions were among Hispanic women in California and Texas. When we disaggregate our data by device, we find that most study participants were reached through an Android smartphone.

Type
Articles
Information
Behavioural Public Policy , Volume 4 , Issue 3 , November 2020 , pp. 343 - 369
Copyright
Copyright © Cambridge University Press 2018

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