Beni Chugh
Lakshay Narang

Social engineering ploys, the place unsuspecting clients are manipulated into authorising fraudulent transactions are a severe buyer safety concern. Regulators and monetary establishments are investing effort in designing consciousness campaigns within the type of TV commercials (TVCs) to boost consciousness about fraudsters and their techniques with the target of lowering clients’ tendency to interact with them. There’s 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 provided 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 lowering people’ propensity to interact 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 power 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 convenience with which people perceive the central message of the marketing campaign and take up it, lastly, affect, i.e., a decline in people’ tendency to interact 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 could not all the time translate into modified angle. Consciousness campaigns that solely emphasise conveying data or urging the general public to enhance their behaviour could disregard the inherent irrationality of human behaviour. Moreover, these campaigns usually prioritise technical particulars about a problem slightly 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 susceptible to social engineering techniques, thus fostering self-awareness. Furthermore, these campaigns can present steering on avoiding or mitigating the affect of emotional states (‘scorching states’), which might positively affect the emotional side of attitudinal change and considerably improve the effectiveness of the attention campaigns.

The complete coverage temporary might be accessed right here.

Cite this coverage temporary:


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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