Interest and reaction time analysis of credit card offers: Discrimination among elements

Interest and reaction time analysis of credit card offers: Discrimination among elements

Discrimination among elements: winning versus losing elements

From a management perspective, the most important single result from one of these studies is the degree to which each specific concept element either moves a customer to acquire a card, or dissuades the customer from acquiring the card. The key is the impact value, defined here as the persuasion value of the concept element. Table 2 presents the winning and losing elements. Winning and losing are defined by the magnitude of the impact values. These impact values come from the additive model. The element impacts differ from each other, showing that some elements drive interest, whereas other elements detract from interest. It is worth noting here that the experimental design balances the occurrence of all concept elements across the respondents, so that poorly performing elements do so because they are not liked, not because they fail to be seen. Similarly, highly performing elements do so because they are liked, and tend to elevate the rating of a concept no matter what other elements are present.

Table 2 Winning and losing concept elements (based upon interest impacts or coefficients from the regression) along with response time coefficients (tenths of seconds)


Interest


Response


impact


time


Additive
constant

40

62


Winning
elements: Highest scoring among total panel

As a card holder you will get a chance to win one of five all
expenses-paid

trips for two to any European Grand Prix

6

15

On acceptance of your application you will be entered into a draw
for

tickets to the Monaco Grand Prix

6

11

With your application, you get an opportunity to win a day at the
Formula

One test tracks

6

13

On acceptance of your application, participate in a competition -25

winners get an all expenses-paid trip for two to a Formula One Grand

Prix event in Japan

6

19

On acceptance of your application, you get an opportunity to win a

helicopter ride and tickets to the Monte Carlo Grand Prix

6

18


Losing
elements: Lowest scoring among total panel

With your application you get an opportunity to win one of the tyres

used by the Jordan racing team

-1

13

For a Club Jordan membership fee reduction of 30%, you will receive

a comprehensive guide to the history and background of the Jordan

team, plus a Jordan 1998 calendar, a team cap and a team tee-shirt

-1

16

For the independent woman

-1

3

On acceptance of your application you get a Formula One key ring

-1

12

On acceptance of your application you get a chance in a Lucky Draw

to win 1 of 100 autographed photographs signed by Damon Hill

-1

14

A key result shown in Table 2 is the narrow range of impact numbers for the total panel ( + 6 to —1). On the surface, this means that the elements neither convince a lot of people, nor turn off a lot of people. The fact that the highest impact value is +6 corresponds to the fact that when the element is present in a concept the conditional probability is 6 per cent that the concept changes from not interesting (rating 1—6 on the nine-point scale) to interesting (rating of 7—9). In other studies of this type, impact numbers around +1o or higher correspond to breakthrough elements that increase interest. Dividing customers by other conventional methods (eg age, gender, etc) again failed to uncover any particularly strong-performing elements. This means that standard methods of segmentation do not work particularly well to identify different groups of credit card customers with radically different preference patterns. Such a muted range for elements for the total panel is the rule rather than the exception, and means that there are groups of individuals with opposing points of view. What one group likes the other group dislikes. Without segmentation there is little hope for a stronger product.

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