Does a Public Campaign Influence Debit Card Usage? Evidence from the Netherlands

39 Pages Posted: 21 Apr 2015

See all articles by Nicole Jonker

Nicole Jonker

De Nederlandsche Bank (DNB); De Nederlandsche Bank

Mirjam Plooij

De Nederlandsche Bank

Johan Verburg

CBS

Date Written: April 9, 2015

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

JEL Classification: D24, E42, G21, M31, M37

Suggested Citation

Jonker, Nicole and Plooij, Mirjam and Verburg, Johan, Does a Public Campaign Influence Debit Card Usage? Evidence from the Netherlands (April 9, 2015). De Nederlandsche Bank Working Paper No. 470. Available at SSRN: https://ssrn.com/abstract=2596538 or http://dx.doi.org/10.2139/ssrn.2596538

Nicole Jonker (Contact Author)

De Nederlandsche Bank (DNB) ( email )

P.O. Box 98
Amsterdam, 1000 AB
Netherlands

De Nederlandsche Bank ( email )

PO Box 98
1000 AB Amsterdam
Amsterdam, 1000 AB
Netherlands

Mirjam Plooij

De Nederlandsche Bank ( email )

PO Box 98
1000 AB Amsterdam
Amsterdam, 1000 AB
Netherlands

Johan Verburg

CBS ( email )

Landran

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