Does knowing overcome wanting? The impact of consumer knowledge and materialism upon credit card selection with young consumers

Abstract

Purpose

This paper investigates the determinants of credit card use and misuse by student and young professionals. Critical to the research is the impact of materialism and knowledge on selection of the appropriate credit card.

Design/methodology/approach

This study uses survey research and partial least squares to investigate credit card behaviors of students versus young professionals.

Findings

In a comparative study of young professionals and students, it was found that consumer knowledge, as expected, leads to better consumer selection of credit cards. Materialism was also found to increase the motivation for more optimal consumer outcomes. For more experienced consumers, such as young professionals, it was found that despite them being more knowledgeable, they were more likely to select a credit card based on impulse.

Originality/value

This paper examines how materialism may in fact encourage some consumers to make better decisions because they are more motivated to develop better knowledge. It also shows how better credit card selection may inhibit impulse purchasing.

Citation

Cakarnis, J. and D'Alessandro, S.P. (2015), "Does knowing overcome wanting? The impact of consumer knowledge and materialism upon credit card selection with young consumers", Young Consumers, Vol. 16 No. 1, pp. 50-70. https://doi.org/10.1108/YC-01-2014-00418