“按购买付款”帮助消费者减少信用卡债务

Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance, M. Norton
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引用次数: 3

摘要

许多消费者难以偿还信用卡债务,部分原因是支付大额账单的一小部分往往感觉没有结果。我们介绍了一种新的信用卡支付方式——按购买还款制——并研究了它对消费者还款金额和他们对减少债务进展的看法的影响。在典型的还款中,消费者只需输入他们希望支付的金额,即他们的总余额——通常是最低要求的付款。相比之下,消费者可以选择他们希望偿还的特定购买(例如,星巴克的一杯咖啡,水电费账单),并专门针对“消除”这些购买进行付款。五项研究表明,按购买还款制提高了人们对偿还金额的意识,从而提高了人们对减少债务的进展的认识,这反过来又鼓励了更高的还款。在一项大型现场实验中,有机会将付款分配给特定购买类别的信用卡客户比对照组多支付12.18%的债务余额。这些发现促进了我们对如何鼓励消费者支付更多信用卡债务的实际理解,并为提高意识和感知目标进展如何增强消费者摆脱债务的动机提供了概念性见解。
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'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt
Many consumers struggle to repay their credit card debt, in part because paying small portions of large bills often feels fruitless. We introduce a novel credit card payment option – repayment-by-purchase – and examine its influence on both the amount consumers’ repay and their perception of progress toward reducing their debt. With typical repayment, consumers simply enter the amount they wish to pay toward their total balance – often the minimum required payment. With repayment-by-purchase, in contrast, consumers can select specific purchases (e.g., a coffee at Starbucks, a utility bill) that they wish to repay, and make payments specifically directed toward “eliminating” these purchases. Five studies reveal that repayment-by-purchase increases awareness of what is being repaid, which increases perceptions of progress toward reducing debt, which in turn encourages higher repayment. In a large field experiment, credit card customers who were given the opportunity to allocate their payment toward specific purchase categories paid 12.18% more toward their debt balance than a control group. These findings advance our practical understanding of how consumers can be encouraged to pay more toward credit card debt and offer conceptual insight into how both increased awareness and perceived goal progress enhance consumer motivation to get out of debt.
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