Additionally, there are other benefits and costs involved
in searching for a credit card. First, at the time of
application, consumers may not be sure of how much
credit they will use in the future. Because consumers
tend to underestimate their use of credit and the
probability of revolving at the time of application, they
underestimate the benefits of searching for a lower APR.
Also, “high-risk” consumers may be less willing to
engage in search due to fear of being turned down.
Finally, psychological dislike or enjoyment of search
influences consumers’ perception of the benefits and
costs of search (Babin, Darden & Griffin, 1994;
Holbrook & Hirschman, 1982).
Additionally, there are other benefits and costs involved
in searching for a credit card. First, at the time of
application, consumers may not be sure of how much
credit they will use in the future. Because consumers
tend to underestimate their use of credit and the
probability of revolving at the time of application, they
underestimate the benefits of searching for a lower APR.
Also, “high-risk” consumers may be less willing to
engage in search due to fear of being turned down.
Finally, psychological dislike or enjoyment of search
influences consumers’ perception of the benefits and
costs of search (Babin, Darden & Griffin, 1994;
Holbrook & Hirschman, 1982).
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