University of Chicago Booth School of Business
Emanuele Colonnelli
University of Chicago Booth School of Business
Research interests
Finance
Development
high-growth entrepreneurship and talent allocation in emerging markets
intersection between governments
institutions and firms
What's Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment
In the context of consumer lending in South Africa, advertising content has significant effects on demand, even relative to price effects. However, it was very difficult to predict the effects of different advertising content, and highlights the psychological premise that context matters.
