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The Entertaining Way to Behavioral Change : Fighting HIV with Mtv

Banerjee, Abhijit V. - 2019

We test the effectiveness of an entertainment education TV series, MTV Shuga, aimed at providing information and changing attitudes and behaviors related to HIV/AIDS. Using a simple model we show that "edutainment" can work through an individual or a social channel. We conducted a randomized...

Persistent link: https://www.econbiz.de/10012866168

Does Television Rot Your Brain? New Evidence from the Coleman Study

Gentzkow, Matthew; Shapiro, Jesse M. - 2021

We use heterogeneity in the timing of television's introduction to different local markets to identify the effect of … preschool television exposure on standardized test scores later in life. Our preferred point estimate indicates that an … additional year of preschool television exposure raises average test scores by about .02 standard deviations. We are able to …

Persistent link: https://www.econbiz.de/10013229147

How and When to Use the Political Cycle to Identify Advertising Effects

Moshary, Sarah; Shapiro, Bradley; Song, Jihong - 2022

A central challenge in estimating the causal effect of TV advertising on demand is isolating quasi-random variation in advertising. Political advertising, which topped $14 billion in expenditures in 2016, has been proposed as a plausible source of such variation and thus a candidate for an...

Persistent link: https://www.econbiz.de/10013296080