Abstract This paper proposes a conceptualization of factors that influence the ability of
individuals to reduce their personal unsecured debt levels, especially credit card debt. As such the
paper’s conceptualization offers relationship lessons for bank marketers in the USA and the UK,
where bank credit cards are a key element of many bank marketing programs. A key contribution is
the paper’s focus on customer compliance behavior in a personal unsecured debt management
program. Factors discussed within our conceptualization are behavioral variables and
psychological variables. Also examined is the role of geographic and demographic explanatory
variables in personal debt management program success.