Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/101400

Perceptions of Mastercard priceless advertisements, sources of information, knowledge, and management of credit cards

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Item Summary

Title: Perceptions of Mastercard priceless advertisements, sources of information, knowledge, and management of credit cards
Authors: Whitmore, Shawn Ethan
Keywords: advertisements
Issue Date: Dec 2011
Publisher: [Honolulu] : [University of Hawaii at Manoa], [December 2011]
Abstract: This study examined perceptions of the MasterCard "Priceless" advertisements and sources of credit card information and their relationships with knowledge, use, management of credit cards, and the level of credit card debt. An online survey was conducted with 197 respondents. Respondents' self-assessment of knowledge about credit cards was much higher than test-based measures. Use of weblogs as an information source was moderately related to knowledge about credit cards. Friends and family as an information source was negatively related to both the knowledge level and credit card management. Credit card knowledge was positively related with use of weblogs, radio, paid professionals, and financial magazines as sources of information. Knowledge level was positively related with not having credit cards closed down or being charged penalty fees. Among the information sources only financial magazines showed positive relationships with credit card management.
Description: M.A. University of Hawaii at Manoa 2011.
Includes bibliographical references.
URI/DOI: http://hdl.handle.net/10125/101400
Appears in Collections:M.A. - Communication



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