Does it Pay to Read Your Junk Mail? Evidence of the Effect of Advertising on Home Equity Credit Choices
60 Pages Posted: 17 Nov 2008 Last revised: 14 Dec 2008
Date Written: November 21, 2008
We examine the effect of direct mail (commonly referred to as junk mail) advertising on individual financial decisions by studying consumer choice of home equity debt contracts. Consistent with the theoretical predictions, we find that financial variables underlying the relative pricing of debt contracts are the leading factors explaining consumers home equity debt choice. Furthermore, we also find that the intended use of debt proceeds significantly impacts consumer choice. However, when we study a subset of consumers who received a direct mail solicitation for a particular debt contract (fixed versus adjustable-rate), we find evidence that the relative pricing variables are less relevent in explaining consumer contract choice, even though they were presented with a full menu of debt contracts. Thus, our results are consistent with the persuasive view of advertising.
Keywords: Persuasion, Advertising, Contract Choice, Home-equity Lending
JEL Classification: D10, E210, G210
Suggested Citation: Suggested Citation