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Effects of teaser rates on new credit card customers’ spending and borrowing: an empirical analysis

Keyvan Kasaian (Albion College, Albion, Michigan, USA)
B.P.S. Murthi (The University of Texas at Dallas, Richardson, Texas, USA)
Erin Steffes (Towson University, Towson, Maryland, USA)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 15 July 2022

Issue publication date: 17 November 2022

294

Abstract

Purpose

This study examines the effect of credit card teaser rates on consumer indebtedness and the revenue generated by new customers.

Design/methodology/approach

A unique dataset from a national bank in the United States of America is utilized to employ a relatively new method called the covariate balancing propensity score matching, which measures the causal effects of teaser rates.

Findings

The results indicate that offering teaser rates improves the revenue generated by customers by indirectly increasing indebtedness. Such offers increase customers' willingness to borrow at regular interest rates that are significantly higher than the teaser rate – the “spillover effects.” Interestingly, customers who pay off their promotional balances before the termination of the promotional period borrow even more at regular rates than customers who do not pay off their balances timely.

Practical implications

The results can assist managers of credit card companies in measuring the value of teaser rates more accurately. Furthermore, the results have implications for public policy aimed at reducing credit card debt by enhancing the understanding of credit card customers' borrowing behavior.

Originality/value

To the authors' knowledge, this is the first study that documents the direct and indirect impacts of teaser rates on credit card customers' borrowing behavior and the resulting bank revenue.

Keywords

Citation

Kasaian, K., Murthi, B.P.S. and Steffes, E. (2022), "Effects of teaser rates on new credit card customers’ spending and borrowing: an empirical analysis", International Journal of Bank Marketing, Vol. 40 No. 7, pp. 1555-1574. https://doi.org/10.1108/IJBM-11-2021-0522

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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