Saturday, July 13, 2024

Dvara Analysis Weblog | Are Fraud-awareness Campaigns Efficient? Measuring the effectiveness of fraud-awareness campaigns and proposing suggestions for enhancing it

Beni Chugh
Lakshay Narang

Social engineering ploys, the place unsuspecting clients are manipulated into authorising fraudulent transactions are a critical buyer safety concern. Regulators and monetary establishments are investing effort in designing consciousness campaigns within the type of TV commercials (TVCs) to lift consciousness about fraudsters and their ways with the target of decreasing clients’ tendency to have interaction with them. There may be additionally a rising assist for utilizing outcome-based surveys (OBS) to check the effectiveness of such TVCs. Easy surveys that collect proof on reported behaviour fall wanting measuring effectiveness on condition that people depart from rational behaviour below the affect of behavioural biases. Consequently, OBS that collect proof on change in behaviour are higher suited to gauge the effectiveness of consciousness campaigns.

This examine presents the design of an OBS crafted to guage the impact that UPI-fraud-awareness campaigns have in decreasing people’ propensity to have interaction with fraudulent communication. Leaning on behavioral science and market analysis literature, this OBS measures the effectiveness of the attention marketing campaign alongside 4 dimensions: recall, i.e., the flexibility of the person to recollect the central message of the marketing campaign, lengthy after watching it, enchantment, i.e., the extent to which people relate to the marketing campaign, comprehension, i.e., the benefit with which people perceive the central message of the marketing campaign and take in it, lastly, impression, i.e., a decline in people’ tendency to have interaction with suspicious communication (messages, hyperlinks, apps amongst others).

Insights from the OBS reveal respondents’ preferences for TVCs with relatable characters and easy messages in a storytelling format. Such TVCs fare higher on recall, enchantment, and comprehension. The pilot additionally demonstrates that heightened consciousness might not all the time translate into modified angle. Consciousness campaigns that solely emphasise conveying data or urging the general public to enhance their behaviour might disregard the inherent irrationality of human behaviour. Moreover, these campaigns typically prioritise technical particulars about a problem relatively than selling self-awareness amongst their viewers. To handle this, consciousness campaigns might be designed to acquaint viewers with their behavioural biases, which might make them weak to social engineering ways, thus fostering self-awareness. Furthermore, these campaigns can present steering on avoiding or mitigating the impression of emotional states (‘sizzling states’), which might positively affect the emotional facet of attitudinal change and considerably improve the effectiveness of the attention campaigns.

The total coverage transient might be accessed right here.

Cite this coverage transient:


Chugh, B., & Narang, L. (2023). Are Fraud-awareness Campaigns Efficient? Retrieved from Dvara Analysis.


Chugh, Beni and Lakshay Narang. “Are Fraud-awareness Campaigns Efficient?” 2023. Dvara Analysis.


Chugh, Beni, and Lakshay Narang. 2023. “Are Fraud-awareness Campaigns Efficient?” Dvara Analysis.

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