Katalog Online Perpustakaan

Detail Katalog

Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

loan marketing, financial literacy, money management

Pengarang

  1. Lisa E. Bolton, Paul N. Bloom
  2. Joel B cohen

    Subject

    MARKETING

    [Abstrak]

    The marketing of debt consolidation
    loans is intended to offer a finncial remedy to consumers faced with mounting
    debt and credit problems and unable to meet their monthly payments. The authors
    argue that debt consolidation loan marketing overemphasizes the short-term
    benefits (e.g., lower monthly payments) and downplays the considerable downside
    of these loans (e.g., longer repayment and more total interest paid). Two
    experiments demonstrate that a financial literacy intervention combining
    information about loans and lenders can help consumers understand and respond
    to debt consolidation loan marketing (whereas a basic financial numeracy
    intervention does not). Implications for consumers, marketers, public policy
    makers, and researchers who work in the area of financial literacy are
    discussed.

    Periode

    Vol 48, Nomor SPE, Tahun 2011

    [Berkas]

    not files can be downloaded

    [Artikel lain]