New Ways to Make People Save: A Social Marketing Approach / Annamaria Lusardi, Punam Anand Keller, Adam M. Keller.

Format:

Book

Author/Creator:

Lusardi, Annamaria.

Contributor:

National Bureau of Economic Research.

Keller, Punam Anand.

Keller, Adam M.

Series:

Working Paper Series (National Bureau of Economic Research) no. w14715.

NBER working paper series no. w14715

Language:

English

Physical Description:

1 online resource: illustrations (black and white);

Other Title:

New Ways to Make People Save

Place of Publication:

Cambridge, Mass. National Bureau of Economic Research 2009.

Summary:

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.

Notes:

Print version record

February 2009.