Reciprocity vs. commitment in bank marketing strategies

Sergio Da Silva, Raul Matsushita, Barbara Espirito Santo and Felipe Sigrist

No zj8h7, SocArXiv from Center for Open Science

Abstract: The bank-client relationship is grounded on reciprocity rather than commitment. This circumstance generates the banker’s paradox as customers who need the money the most are at risk for credit and cannot obtain a loan. We present survey evidence that a bank marketing strategy pretending a commitment is more successful because clients are evolutionarily adapted to understand the superiority of commitment and be receptive to its cues.

Date: 2022-01-29
New Economics Papers: this item is included in nep-ban
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Journal Article: Reciprocity vs. Commitment in Bank Marketing Strategies (2022)
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Persistent link: https://EconPapers.repec.org/RePEc:osf:socarx:zj8h7

DOI: 10.31219/osf.io/zj8h7

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