Consumers’ limited search for credit cards may be due in
part to their use of credit cards as a convenience medium
(Canner & Luckett, 1992; Pozdena, 1991). If the
majority of cardholders use credit cards for convenience
rather than as a source of borrowing funds, the benefits
of search will be limited. However, as revolving
balances increase, the benefits of search, and the
associated search activity, are expected to increase.