Congratulations You’re Pre-approved. Analysis of Credit Limit Upselling Letters

Consumer Action Law Centre (Consumer Action) commissioned Dr Paul Harrison, Deakin Business School, Deakin University and Marta Massi, School of Marketing and Communication, Lumsa University (Rome), to study the psychological aspects of one form of credit marketing - unsolicited credit card limit-increase offers (UCCLIOs). The researchers studied 21 UCCLIO letters – 17 provided by consumers and four provided by banks. They applied theories developed from previous research in the fields of marketing, consumer behavior, behavioural economics and cognitive psychology, and described likely ways in which UCCLIOs influenced consumer behavior and decision making.