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1. Credit Card Purchasing and Static Consumer Behavior Theory Credit Card Purchasing and Static Consumer Behavior Theory
Thomas L. Sporleder, Robert R. Wilson
American Journal of Agricultural Economics, Vol. 56, No. 1 (Feb., 1974), pp. 129-134
Abstract:
This article treats the theoretical consequences of consumer credit card use. A delayed
repayment model provides consumer optimization and indifference conditions between cash
and credit card transactions. Under realistic interest and opportunity cost rates, consumers
can rationally let a balance revolve about 39 percent of the time and maintain indifference
over time.
Key words: credit; consumer behavior; marketing.
2. Credit Cards and Interest Rates: Theory and Institutional Factors
Robert F. Stauffer
Journal of Post Keynesian Economics, Vol. 26, No. 2 (Winter, 2003-2004), pp. 289-301
Published by: M.E. Sharpe, Inc.
3 The Effect of Credit on Spending Decisions: The Role of the Credit Limit and Credibility
Dilip Soman and Amar Cheema
Marketing Science, Vol. 21, No. 1 (Winter, 2002), pp. 32-53
Published by: INFORMS
Abstract
The objective of the present research is to study consumer
decisions to utilize a line of credit. The life-cycle hypothesis
from economics argues that consumers should intertemporally
reallocate their incomes over their life stream to maximize
lifetime utility. One form of intertemporal allocation is
to use past income (in the form of savings) in the future. A
second form is the use of future income in the present. This
can only be done if consumers have access to a temporary
pool of money that they can draw from and replenish in the
future-a function performed by consumer credit. However,
our research reinforces prior findings that consumers are
unable to correctly value their future incomes, and that they
lack the cognitive capability to solve the intertemporal optimization
problem required by the life-cycle hypothesis. Instead,
we argue that consumers use information such as the
credit limit as a signal of their future earnings potential.
Specifically, if consumers have access to large amounts of
credit, they are likely to infer that their lifetime income will
be high and hence their willingness to use credit (and their
spending) will also be high. Conversely, consumers who are
granted lower amounts of credit are likely to infer that their
lifetime income will be low and hence their spending will
be lower.
However, based on research in the area of consumer skepticism
and inference making, we also argue for a moderating
role of the credibility associated with the credit limit.
Specifically, we argue that the above effect of credit availability
would be particularly strong for consumers who believe
that the credit limit credibly signals their future earnings
potential (i.e., a naive consumer who has limited
experience with consumer credit). However, as consumers
gain experience with credit, they start discounting credit
availability as a predictor of their future and start questioning
the validity of the process used to set the credit limit.
Hence, with experience the effect of credit limit on the willingness
to use credit should be attenuated.
We test these predictions in five separate studies. In the
first experimental study, we manipulate credit limit and
credibility and p.o.s e subjects with a hypothetical purchase
opportunity. Consistent with our prediction, credit limit impacted
the propensity to spend, but only when the credibility
was high. In the second experimental study, we rep-
MARKETING SCIENCE ? 2002 INFORMS
Vol. 21, No. 1, Winter 2002, pp. 32-53
licate these findings even when subjects were given
information about their expected future salaries, and also
show that the credit limit influences their expectation of future
earnings potential. In the third study, we show that the
mere availability (and increase) of current liquidity cannot
explain our findings. In the fourth study, we conduct a survey
of consumers in which we measure a number of demographic
characteristics and also ask them for their propensity
to spend in a given purchase situation. In the fifth
study we use the Survey of Consumer Finances (SCF) dataset,
a triennial survey of U.S. families that is designed to
provide detailed information on the use of financial services,
spending behaviors, and selected demographic characteristics.
Results from both studies 4 and 5 provide further support
for our prop.o.s ed framework-credit limits influence
spending to a greater extent for consumers with lower credibility:
younger consumers and less-educated consumers.
Across all studies we achieved triangulation by using a variety
of approaches (surveys and experiments), subjects
types (young students and older consumers), nature of predictor
variables (manipulated and measured), dependent
measures (purchase likelihood, credit card balance, new
charges), and methods of analysis (ANOVA and regression),
and consistently found that increasing credit limits on a
credit card increases spending, especially when the credibility
of the limit is high.
This paper joins a growing body of literature in marketing
and behavioral decision theory that goes beyond the traditional
domains of inquiry (e.g., product choice, effects of
marketing mix variables) and focuses on consumer decisions
relating to the appropriate use of income to finance consumption.
Our framework differs from prior research on the
effect of payment mechanisms on spending in two significant
ways. First, we are interested in the effects of the availability
of credit on spending, and not necessarily in the effect
of the transaction format that is associated with each
payment mechanism. Second, while prior research has studied
the point-of-purchase and historic (i.e., prepurchase) effects
of credit, the present research is concerned with the
availability of credit in the future. Specifically, our framework
is invariant to the current and prior usage of credit by
the consumer.
(Consumer Credit; Credit Cards; Intertemporal Choice; Mental
Accounting; Self-Control)
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