Direct mail credit card solicitation of college students

An exploratory study

Mary Beth Pinto, Phylis Mansfield

Research output: Contribution to journalArticle

6 Citations (Scopus)

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.

Original languageEnglish (US)
Pages (from-to)27-34
Number of pages8
JournalServices Marketing Quarterly
Volume27
Issue number4
DOIs
StatePublished - Jun 1 2006

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College students
Credit cards
Direct mail
Exploratory study
Credit
Habit

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting (miscellaneous)

Cite this

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Direct mail credit card solicitation of college students : An exploratory study. / Pinto, Mary Beth; Mansfield, Phylis.

In: Services Marketing Quarterly, Vol. 27, No. 4, 01.06.2006, p. 27-34.

Research output: Contribution to journalArticle

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