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Attitudinal, Self-Efficacy, and Social Norms Determinants of Young Consumers’ Propensity to Overspend on Credit Cards

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  • Veneta Sotiropoulos
  • Alain d’Astous

Abstract

Research in marketing related to credit card behavior has generally found that overspending and credit card debt depend on the individual’s attitude toward spending on credit or a lack of behavioral control. The individual’s social environment has received much less attention and is presumed to have very little effect, if any. In the present study, the propensity of young individuals to overspend on their credit cards is examined as a function of attitude, self-efficacy, and social norms. A survey was conducted among a sample of 225 young adult consumers (i.e., college business students) who provided measures of attitude, self-efficacy, and social norms related to overspending on credit cards. The findings revealed that social norms that are descriptive and specific to credit card overspending have a statistically significant impact on an individual’s propensity to overspend on credit cards whereas attitude toward credit card overspending does not. They also show that the extent to which young consumers perceive a sense of behavioral control towards overspending on credit cards is a significant factor to consider. Theoretical and managerial implications of these findings as well as opportunities for further research are discussed. Copyright Springer Science+Business Media New York 2013

Suggested Citation

  • Veneta Sotiropoulos & Alain d’Astous, 2013. "Attitudinal, Self-Efficacy, and Social Norms Determinants of Young Consumers’ Propensity to Overspend on Credit Cards," Journal of Consumer Policy, Springer, vol. 36(2), pages 179-196, June.
    • Handle: RePEc:kap:jcopol:v:36:y:2013:i:2:p:179-196
    DOI: 10.1007/s10603-013-9223-3
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    2. Luis E. Arango & Lina Cardona-Sosa, 2019. "Tarjetas de crédito en personas de ingresos medios y bajos en Colombia: ¿qué determina su uso?," Borradores de Economia 1089, Banco de la Republica de Colombia.
    3. Jill M. Norvilitis, 2014. "Changes over Time in College Student Credit Card Attitudes and Debt: Evidence from One Campus," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(3), pages 634-647, October.
    4. J. Cloutier & A. Roy, 2020. "Consumer Credit Use of Undergraduate, Graduate and Postgraduate Students: An Application of the Theory of Planned Behaviour," Journal of Consumer Policy, Springer, vol. 43(3), pages 565-592, September.
    5. Danilo Braun Santos & Wesley Mendes-Da-Silva & Jill M. Norvilitis & Philippe Protin & Luciana Onusic, 2022. "Parents Influence Responsible Credit Use in Young Adults: Empirical Evidence from the United States, France, and Brazil," Journal of Family and Economic Issues, Springer, vol. 43(2), pages 368-383, June.
    6. Brent J. Davis, 2018. "Does financial well-being affect portfolio construction? Evidence from an online survey," Economics Bulletin, AccessEcon, vol. 38(1), pages 362-366.
    7. F. Ziesemer & A. Hüttel & I. Balderjahn, 2021. "Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption," Journal of Consumer Policy, Springer, vol. 44(3), pages 427-453, September.
    8. Liu, Liu & Zhang, Hua, 2021. "Financial literacy, self-efficacy and risky credit behavior among college students: Evidence from online consumer credit," Journal of Behavioral and Experimental Finance, Elsevier, vol. 32(C).

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