Working Paper: NBER ID: w21616
Authors: Abhijit Banerjee; Sharon Barnhardt; Esther Duflo
Abstract: A set of randomized experiments shed light on how markets and information influence household decisions to adopt nutritional innovations. Of 400 Indian villages, we randomly assigned half to an intervention where all shopkeepers were offered the option to sell a new salt, fortified with both iron and iodine (and not just iodine) at 50% discount. Within treatment villages, we conducted additional interventions: an increase in retailer margin (for one or several shopkeepers), the screening of an “edutainment” movie on the benefits of double-fortified salt, a flyer informing households of the product’s availability, and free distribution to a subset of households. We find that two interventions – showing the short film and offering an incentive to all shopkeepers – significantly increased usage: both by 5.5 percentage points, or over 50%, over take up without intervention, three years after launch. For comparison, only about half of households given the salt for free actually consumed it.
Keywords: double-fortified salt; iron deficiency anemia; randomized experiments; marketing interventions
JEL Codes: I12; I15
Edges that are evidenced by causal inference methods are in orange, and the rest are in light blue.
| Cause | Effect |
|---|---|
| Flyer distribution (D39) | Purchases of double-fortified salt (DFS) (F35) |
| Edutainment movie screening (L82) | Current usage of double-fortified salt (DFS) (O15) |
| Retailer margin increases (L81) | Sustained adoption of double-fortified salt (DFS) (O15) |