Direct mail credit card solicitation of college students: An exploratory study

Mary Beth Pinto; Phylis Mansfield

doi:10.1300/J396v27n04_02

Direct mail credit card solicitation of college students: An exploratory study

Mary Beth Pinto, Phylis Mansfield

Black School of Business (Behrend)

Research output: Contribution to journal › Article › peer-review

7 Scopus citations

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 language	English (US)
Pages (from-to)	27-34
Number of pages	8
Journal	Services Marketing Quarterly
Volume	27
Issue number	4
DOIs	https://doi.org/10.1300/J396v27n04_02
State	Published - Jun 1 2006

All Science Journal Classification (ASJC) codes

Business, Management and Accounting (miscellaneous)

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10.1300/J396v27n04_02

Cite this

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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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Direct mail credit card solicitation of college students: An exploratory study

Abstract

All Science Journal Classification (ASJC) codes

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