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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

identities, narratives, peer-to-peer lending, decision making under encertainty, consumer financial decision making.

Pengarang

  1. Michal Herzenstein
  2. Scott Sonenshein
  3. Utpal M.Dholakia

    Subject

    MARKETING

    [Abstrak]






     this research examines how identity
    claims constructed in naratives by borrowers influence lender decisions about
    unsecured personal loans. Specificlly, do the number of identity claims and
    their content insluence lending decisions, and can they predict the longor-term
    performance of funded loans? Using data from the peer-to-peer lending website
    prosper.com, the authors find that unverifiable information effects lending
    decisions ebove and beyond the influence of objective, verifiable information.
    As the number of identity claims in narratives increases, so does loan funding,
    whereas loan performance suffers, because these borrowers are less likely to
    pay back the loan. In addition, identity content plays an important role.
    Identities focused on being trustworthy or successful are associated with
    increased loan funding but ironically are less predictive of loan performance
    than other identities (i.e., moral and economic hardship). Thus, some identity
    claims aim to mislead lenders, whereas others provide true representations of
    borrower


    Periode

    Vol 48, Nomor SPE, Tahun 2011

    [Berkas]

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