Information and Subsidies: Complements or Substitutes?

Abstract

Does providing information about a product affect the impact of price subsidies on purchases of new or unfamiliar products? This question is particularly relevant for the introduction of health products in developing countries where consumers may be uncertain about product quality and price subsidies are common policy instruments. Through a field experiment selling an unfamiliar health product in Zambia, we find that providing precise information about product specifications significantly increases the impact of the price subsidy on take-up. Taken alone, the information manipulation has no significant impact on demand while the price subsidy substantially increases demand. However, evaluation of either intervention in isolation fails to capture the significant complementarity between the two.