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The effect of control priming on irresponsible financial behavior

The effect of control priming on irresponsible financial behavior Debt has reached staggering levels among North Americans. Unfortunately, there is deficiency of research that investigates effective means of helping consumers control their debt. We examine how control priming changes consumers’ irresponsible financial behavior. We show that control priming reduces credit card spending and intentions to take credit card risk. We also demonstrate that consumers who score high on self-esteem are more likely to benefit from control priming while those who score low on self-esteem show a backlash effect. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Letters Springer Journals

The effect of control priming on irresponsible financial behavior

Marketing Letters , Volume 29 (2) – May 11, 2018

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Publisher
Springer Journals
Copyright
Copyright © 2018 by Springer Science+Business Media, LLC, part of Springer Nature
Subject
Business and Management; Marketing
ISSN
0923-0645
eISSN
1573-059X
DOI
10.1007/s11002-018-9457-6
Publisher site
See Article on Publisher Site

Abstract

Debt has reached staggering levels among North Americans. Unfortunately, there is deficiency of research that investigates effective means of helping consumers control their debt. We examine how control priming changes consumers’ irresponsible financial behavior. We show that control priming reduces credit card spending and intentions to take credit card risk. We also demonstrate that consumers who score high on self-esteem are more likely to benefit from control priming while those who score low on self-esteem show a backlash effect.

Journal

Marketing LettersSpringer Journals

Published: May 11, 2018

References