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Investigates the attitudes of Turkish consumers towards credit cards, and the approach of card issuers, by surveying two samples of 200 card‐holders and non‐holders: the better educated, middle‐aged members of the upper‐middle class seem to be the prime target; the most important reasons for using a credit card were “ease of payment” followed by “risk of carrying cash”; non‐holders do not carry credit cards because they do not know much about it; informal sources of information appear to be more influential than mass media advertising in penetrating the market; proposes that the usage and the administration of credit cards are influenced very much by the infrastructure of the country and, hence, credit card companies have to modify their marketing and administrative procedures rather than following a standardized approach.

Despite the spread in usage and ownership of credit cards, few studies have examined its effect on consumer debt in developing nations. The main purpose of this paper is to understand consumers' attitude and spending behavior using credit cards.

This study is based on a questionnaire survey conducted in Malaysia. Based on an extensive review of literature, a model is developed to identify the psychographic factors that influence the consumer attitudes toward using credit cards.

The paper found support for some of the theoretical expectations and lends support to some of the earlier deviations reported in the literature.

The findings are likely to be important to banks and financial institutions issuing credit cards, as they help managers to have a better understanding of cardholders in Malaysia and their attitude and behavior toward usage of credit cards.

This paper makes a valuable contribution given the fact that there is a dearth of empirical studies of this nature focusing on Malaysia.