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Field
Trial End Date
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Before
August 31, 2016
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After
December 31, 2016
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Field
Last Published
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Before
June 20, 2016 10:34 PM
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After
August 10, 2016 08:27 AM
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Field
Intervention (Public)
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Before
We design a phone marketing experiment in which we randomize the characteristics of the product being offered and the scripts used for the call.
First, some clients are offered to replace their non-premium card by a premium card, while others are offered all of the extra services of a premium card on their existing non-premium card. Customers will thus be offered the same instrumental services: the only thing differing is whether the services are included in their present relatively nondescript card, or on the premium platinum card which might have an additional "social status" component. If the share accepting the premium card is higher than the share accepting the added benefits to the non-premium card, we will have established that customers value the status associated with the exclusive premium card.
To understand what drives the demand for social status, we interact this treatment with a second one. Before being made the offer, customers in a control group are asked to name their favorite TV channel, while customers in a treatment group are asked to describe an event in their life that made them feel successful. According to the literature in psychology, this treatment can (at least temporarily) increase the self-esteem of the customers. We will thus be able to analyze whether the demand for social status is higher (lower) among customers with higher self-esteem, and thus understand whether self-image and social-image are complements or substitutes.
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After
We design a phone marketing experiment in which we randomize the characteristics of the product being offered and the scripts used for the call.
First, some clients are offered to replace their non-premium card by a premium card, while others are offered all of the extra services of a premium card on their existing non-premium card. Customers will thus be offered the same instrumental services: the only thing differing is whether the services are included in their present relatively nondescript card, or on the premium card which might have an additional "social status" component. If the share accepting the premium card is higher than the share accepting the added benefits to the non-premium card, we will have established that customers value the status associated with the exclusive premium card.
To understand what drives the demand for social status, we interact this treatment with a second one. Before being made the offer, customers in a control group are asked to name their favorite TV channel, while customers in a treatment group are asked to describe an event in their life that made them feel successful. According to the literature in psychology, this treatment can (at least temporarily) increase the self-esteem of the customers. We will thus be able to analyze whether the demand for social status is higher (lower) among customers with higher self-esteem, and thus understand whether self-image and social-image are complements or substitutes.
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Field
Intervention End Date
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Before
July 16, 2016
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After
September 30, 2016
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Field
Planned Number of Observations
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Before
581 customers
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After
581 customers owning a "gold card"
865 customers owning a "platinum card"
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Field
Sample size (or number of clusters) by treatment arms
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Before
(1) premium card and self-esteem question N=145, (2) premium card and TV question N=146, (3) non-premium card and self-esteem question N=146, and (4) non-premium card and TV question N=144.
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After
Gold card sample: (1) premium card and self-esteem question N=145, (2) premium card and TV question N=146, (3) non-premium card and self-esteem question N=146, and (4) non-premium card and TV question N=144.
Platinum card sample: (1) premium card and self-esteem question N=433, (2) premium card and TV question N=432.
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