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






Beni Chugh
Lakshay Narang

Social engineering ploys, the place unsuspecting consumers are manipulated into authorising fraudulent transactions are a major buyer coverage fear. Regulators and fiscal establishments are making an investment effort in designing consciousness campaigns within the type of TV ads (TVCs) to lift consciousness about fraudsters and their ways with the target of decreasing consumers’ tendency to have interaction with them. There could also be a rising make stronger for the usage of outcome-based surveys (OBS) to check the effectiveness of such TVCs. Easy surveys that collect proof on reported behaviour fall wanting measuring effectiveness for the reason that people go away from rational behaviour underneath the affect of behavioural biases. In consequence, OBS that collect proof on exchange in behaviour are higher fitted to gauge the effectiveness of consciousness campaigns.

This find out about items 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 conversation. Leaning on behavioral science and marketplace analysis literature, this OBS measures the effectiveness of the attention marketing campaign alongside 4 dimensions: recall, i.e., the facility of the person to keep in mind the central message of the marketing campaign, lengthy after staring at it, enchantment, i.e., the level 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 soak up it, in any case, have an effect on, i.e., a decline in people’ tendency to have interaction with suspicious conversation (messages, hyperlinks, apps amongst others).

Insights from the OBS divulge respondents’ personal tastes for TVCs with relatable characters and easy messages in a storytelling structure. Such TVCs fare higher on recall, enchantment, and comprehension. The pilot additionally demonstrates that heightened consciousness would possibly not all the time translate into modified perspective. Consciousness campaigns that only emphasise conveying knowledge or urging the general public to support their behaviour would possibly forget the inherent irrationality of human behaviour. Moreover, those campaigns ceaselessly prioritise technical information about a subject matter quite than selling self-awareness amongst their target audience. To deal with this, consciousness campaigns may also be designed to acquaint audience with their behavioural biases, which may make them prone to social engineering ways, thus fostering self-awareness. Additionally, those campaigns can give steerage on heading off or mitigating the have an effect on of emotional states (‘scorching states’), which might definitely affect the emotional side of attitudinal exchange and considerably support the effectiveness of the attention campaigns.

The whole coverage transient may also 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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