Career choice motivation using behavioral strategies |
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| Institution: | 1. Sao Paulo School of Economics-FGV and IZA, Sao Paulo, Brazil;2. Inter-American Development Bank (IDB), Washington DC, USA;1. Department of Economics, University of Illinois at Chicago;2. Urban Institute Health Policy Center;1. Department of Economics, University of Florida, USA;2. Department of Economics, Robert F. Lanzillotti Public Policy Research Center and affiliate faculty, Education Policy Research Center, University of Florida, USA;1. Department of Management Control and Information Systems, Faculty of Economics and Business, University of Chile, Chile;2. Department of Economics, Faculty of Economics and Business, University of Chile, Chile;3. Department of Economics, University of California, Berkeley, USA;1. Swedish Institute for Social Research, Stockholm University, IFAU, IFN and CESIfo, Stockholm SE-106 91, Sweden;2. Research Institute of Industrial Economics (IFN) and Kristianstad University, Sweden;1. University of Wuppertal, Rainer-Gruenter-Str. 21, 42119 Wuppertal, Germany;2. University of Southern Queensland, Toowoomba, Queensland 4350, Australia |
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| Abstract: | Qualified teachers are a fundamental input for any education system. This paper presents the results of a large-scale intervention to attract high performing high-school students into the teaching profession in Chile. The intervention was a three-arm email campaign which made salient three types of motivations: intrinsic/altruistic, extrinsic, and prestige-related. The “intrinsic” and “prestige” arms reduced applications to teaching majors among high performers, while the “extrinsic” arm increased applications among low performers. A plausible interpretation could be that the “intrinsic” and “prestige” messages made more salient an issue that could otherwise be overlooked by high performing students (typically from more advantaged households), negatively impacting their program choice: that the social value of the teaching still lags behind other professions that are valued more by their families and social circles. In turn, the “extrinsic” arm made salient the recent improvements in the economic conditions of the teaching profession in Chile, thus appealing to low performing students who in general come from disadvantaged families and for whom monetary incentives are potentially more relevant. These results show that making salient certain types of motivations to the wrong target group could lead to undesired results. |
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