Picón, MarioGiné, XavierMansuri, Ghazala2012-04-272012-04-272012-04https://hdl.handle.net/10986/6023Female entrepreneurship is low in many developing economies partly because of constraints on women's time and mobility, which are often reinforced by social norms. This paper analyzes a marketing experiment designed to encourage women to adopt a new microcredit product. A brochure with the same content but two different covers was randomly distributed among male and female borrowing groups. One cover featured five businesses run by men, while the other showed identical businesses run by women. Men and women responded to psychological cues. Among men who were not business owners, had lower measured ability and whose wives were less educated, the responses to the female brochure were more negative, as did female business owners with low autonomy within the household. Women with relatively high levels of autonomy had a similar negative response to the male brochure, while there was no effect on female business owners with autonomy. Overall, these results suggest that women's response to psychological cues, such as positive role models, may be affected by their level of autonomy at home, and more intensive interventions may be required for more disadvantaged women.CC BY 3.0 IGOACCESS TO CAPITALACCESS TO FINANCEACCESS TO FINANCIAL SERVICESACCOUNTACCOUNTINGADMINISTRATIVE RECORDSADVERTISINGAGRICULTURAL FINANCEAGRICULTURAL SECTORAMOUNT OF LOANAPPLICATION PROCESSATTITUDES TOWARDS WOMENAUTONOMYBAD CREDITBANK OFFICEBANKING SECTORBANKSBORROWERBORROWINGBRIBESBUSINESS ACTIVITYBUSINESS EXPERIENCEBUSINESS NETWORKSBUSINESS OWNERBUSINESS OWNERSBUSINESS OWNERSHIPBUSINESS TRAININGBUSINESS WOMANBUSINESSWOMENCAPITALSCOMMERCIAL BANKCOMMERCIAL BANKSCONSUMER DURABLESCONSUMPTION EXPENDITURESCREDIT CONSTRAINTCREDIT CONSTRAINTSCREDIT HISTORYCREDIT INFORMATIONCREDIT OFFICERSCREDIT PRODUCTCREDIT PRODUCTSCREDIT SOURCECULTURAL NORMSCURRENCYDEMAND FOR CREDITDEVELOPING COUNTRIESDEVELOPMENT FINANCEDISADVANTAGED WOMENDISBURSEMENTDUMMY VARIABLESECONOMETRICSELIGIBLE BORROWERSEMPOWERMENTENTERPRISE DEVELOPMENTENTREPRENEURSEQUIPMENTEXCLUSIONEXPENDITURESFACE VALUEFEMALE BUSINESSFEMALE BUSINESSESFEMALE CLIENTSFEMALE ENTREPRENEURFEMALE ENTREPRENEURSFEMALE ENTREPRENEURSHIPFINANCIAL ACCESSFINANCIAL PRODUCTFINANCIAL SECTOR REFORMSFINANCIAL SYSTEMFORMAL FINANCIAL INSTITUTIONGENDERGENDER DEVELOPMENTGROUP OF WOMENGROUP SAVINGSGUARANTORSHANDICRAFTHANDICRAFTSHOLDINGHOUSEHOLD BUSINESSESHOUSEHOLD INCOMEHOUSEHOLDSHOUSINGHUMAN DEVELOPMENTHUSBANDSIMAGEIMPACT EVALUATIONINFORMAL LENDERSINSTALLMENTINSTALLMENTSINSURANCEINTEREST RATESINTERNATIONAL BANKINVENTORIESJOINT LIABILITYLACK OF COLLATERALLACK OF CREDITLENDERLENDERSLIMITED ACCESSLOANLOAN AMOUNTLOAN AMOUNTSLOAN APPLICANTSLOAN APPLICATIONLOAN APPLICATION PROCEDURESLOAN APPLICATIONSLOAN DEMANDLOAN FUNDSLOAN PRICELOAN PROCEEDSLOAN PRODUCTLOAN REPAYMENTLOAN REQUESTLOAN SIZELOAN SIZESLOAN TERMSMARKETINGMARKETING TECHNIQUESMATURITYMATURITY PERIODMFIMICRO-ENTREPRENEURSHIPMICROCREDITMICROENTERPRISESMICROFINANCEMICROFINANCE INSTITUTIONMICROFINANCE INSTITUTIONSMICROFINANCE SECTORMONEYLENDERSOUTREACHOUTSTANDING DEBTOUTSTANDING LOANPEER PRESSUREPREJUDICEPRIVATE BANKSPRIVATIZATIONPROFITABILITYPUBLIC SECTOR BANKSPURCHASINGRECEIPTREGULATORY FRAMEWORKREMITTANCEREMITTANCE SERVICESREPAYMENTREPAYMENT CAPACITYREPAYMENT SCHEDULERETAIL BUSINESSESRETURNRETURNSRURAL CREDITSALESSAVINGSSELLINGSMALL BUSINESSESSMALL ENTERPRISESSMALL LOANSOURCES OF CREDITSOURCES OF INCOMESTATE BANKSTATE BANK OF PAKISTANTRANSPARENCYVILLAGEVILLAGESWOMANWOMEN BUSINESS OWNERSWOMEN ENTREPRENEURSWORKING CAPITALWorld Bank10.1596/1813-9450-6020