New Ways to Make People Save: A Social Marketing Approach

38 Pages Posted: 17 Feb 2009 Last revised: 17 Sep 2010

See all articles by Annamaria Lusardi

Annamaria Lusardi

George Washington University - Department of Accountancy; National Bureau of Economic Research (NBER)

Punam Keller

Dartmouth College - Tuck School of Business

Adam M. Keller

Dartmouth College

Date Written: February 2009

Abstract

In this study, we use a social marketing approach to develop a planning aid to help new employees at a not-for-profit institution contribute to supplementary pensions. We employed different methods, such as surveys, focus groups and in-depth interviews, to "listen" to employees' needs and difficulties with saving. Moreover, we targeted specific groups that were less likely to save and contribute to supplementary pensions, such as women and low-income employees. The program we developed is not only effective but also inexpensive. While this program was implemented at a single institution, it is suitable to be applied to a variety of employers and demographic groups.

Suggested Citation

Lusardi, Annamaria and Keller, Punam and Keller, Adam M., New Ways to Make People Save: A Social Marketing Approach (February 2009). NBER Working Paper No. w14715. Available at SSRN: https://ssrn.com/abstract=1344696

Annamaria Lusardi (Contact Author)

George Washington University - Department of Accountancy ( email )

George Washington University School of Business
Washington, DC 20052
United States

HOME PAGE: http://business.gwu.edu/profiles/annamaria-lusardi/

National Bureau of Economic Research (NBER)

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

Punam Keller

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

Adam M. Keller

Dartmouth College ( email )

Department of Sociology
Hanover, NH 03755
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
78
Abstract Views
930
rank
311,976
PlumX Metrics