New Ways to Make People Save: A Social Marketing Approach

38 Pages Posted: 17 Feb 2009 Last revised: 17 Sep 2022

See all articles by Annamaria Lusardi

Annamaria Lusardi

Stanford University - Stanford Institute for Economic Policy Research

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)

Stanford University - Stanford Institute for Economic Policy Research ( email )

366 Galvez Street
John A. and Cynthia Fry Gunn Building
Stanford, CA CA 94305
United States

HOME PAGE: http://siepr.stanford.edu/people/annamaria-lusardi

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

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