Maestría en Estudios del Comportamiento (tesis)

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Intervención comportamental para incrementar la inscripción a un programa de educación financiera online, en población vulnerable de Nariño, Colombia
(Universidad EAFIT, 2024) Kisner Mira, Sandra; Arroyave Duque, María Alejandra; Cardona Tamay, Diana Maritza; Jaramillo Gaviria, Ana María
This study examines efforts to enhance enrollment in a financial education program targeting customers from the Social segment of a financial institution, residing in the department of Nariño, Colombia. The intervention consisted of sending invitation messages via WhatsApp, designed using behavioral techniques such as promoting trust, facilitating action, using simple language, and highlighting benefits, after identifying key behavioral barriers to enrollment. Despite these efforts, the results did not show a significant increase in program enrollment, indicating the need to reconsider the strategies employed. It is recommended to consider the clients' preferred communication channels, personalize invitation messages, and incorporate behavioral variables in audience segmentation. This study contributes to the field of financial education by exploring interventions based on behavioral principles within low-income populations. However, limitations were noted in the availability of demographic data and the capacity to influence certain aspects of intervention design. Further research is recommended to enhance the effectiveness of such programs.