Bertrand, Marianne; Karlan, Dean; Mullainathan, Sendhil; … - 2009
South Africa implemented by a consumer lender that randomized creative content and loan price simultaneously. We find that … outlays are on the creative design of advertising content. Creative content often uses nuances of presentation and framing … triggers loss aversion (Kahneman and Tversky 1979; Tversky and Kahneman 1991), and indeed
Ganzach and Karsahi (1995) find that …