Magically Relieved Or Taking Control? the Influence of Messages Aimed At Debt Distressed Consumers

Marketing messages used by the debt-remedy industry differentially impact consumers’ financial behaviors depending on the nature of the appeal and consumers’ level of debt. Appeals that focus on debt-relief can backfire, whereas messages about taking control of debt have distinct marketing and public-policy advantages.


Rory Waisman, Mohammed El Hazzouri, Kelley Main, and Gerald Häubl (2020) ,"Magically Relieved Or Taking Control? the Influence of Messages Aimed At Debt Distressed Consumers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1232-1232.


Rory Waisman, University of Alberta, Canada
Mohammed El Hazzouri, Mount Royal University
Kelley Main, University of Manitoba, Canada
Gerald Häubl, University of Alberta, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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