Direct Mail Credit Card Solicitation of College Students

Mary Beth Pinto · Phylis M. Mansfield

9 citations0/0 files storedServices Marketing Quarterly

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

This study investigates how credit card companies use direct mail to solicit to college students. One hundred twelve college students agreed to complete a credit card solicitation log sheet of all offers they received in the mail over a six-week period. Information was collected on 550 direct mail offers. Data were collected on the average percentage rates (both introductory and long term) offered to college students, how many credit applications were completed, and the credit usage habits of the respondents.

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2024Journal of Family and Consumer Sciences 2004A Profile of Financially At‐Risk College Students 2000MATERIALISM AND CREDIT CARD USE BY COLLEGE STUDENTS 2003The Relationship between Achievement Goal Orientation and Coping Style: Traditional vs. Nontraditional College Students 2002Comparison of Affective Credit Attitude Scores and Credit Use of College Students at Two Points in Time.2004RELATIONSHIP OF CREDIT ATTITUDE AND DEBT TO SELF-ESTEEM AND LOCUS OF CONTROL IN COLLEGE-AGE CONSUMERS

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