‘Put Your Money Where Your Butt Is’

That’s the clever title of the latest paper from Dean Karlan (one of the founders of StickK.com, who was featured in this New York Times Magazine article yesterday along with my colleague John List) and co-authors Xavier Giné and Jonathan Zinman.

The researchers had surveyors approach people on the streets of the Philippines and offer them the opportunity to open a bank account that paid zero interest. The kicker: all the money deposited would be forfeited if, six months after opening the account, the account holder’s urine test showed evidence of smoking.

It doesn’t sound like much of an offer: zero interest, a good chance you’ll lose any money you deposit, and you have to consent to the embarrassment of a urine test. Still, the power an experimenter yields over subjects never ceases to amaze me — more than 1 in 10 of the people approached actually signed up for the account!

It worked surprisingly well, too. The treatment-on-the-treated estimate suggests that about 30 percent of those who opened an account quit smoking because of the account. That’s a higher success rate than is generally seen among those who try to quit smoking using nicotine patches, etc.

Also, who knew that people in the Philippines wanted to stop smoking? I thought kicking the habit was an exclusively American obsession.


PDB

I have to admit that when I read the headline I thought this post would be about buying nice chairs.

Rich Wilson

My thought was toilet paper.

Lee Marks

I hate this discovery because it will mean more companies will abuse the public trust using this 'experimental marketing' approach. Look at how companies have abused the 'Survey' to the point that most people won't do them, because they know it's used more to collect contact information than anything else.

Maila

Wow, is this for real? which bank is that? I'll sign up with them when i get back hahahaha.

But bear in mind, that we don't have that many smokers in the Philippines so it will definitely work hahaha.