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I talked about behavioral economics in my last blog. Some of the top minds in that field are studying how consumers use financial products. They aren't doing this to provide any business advice. Instead, financial products provides them with neat laboratory for testing some of their theories on how consumers make decisions about complicated products that involve some discounting of future costs and benefits. But some of the studies are interesting for those of us in the payment biz. All of them are based on conducting real-world experiments where people are offered financial products under different terms. Then the authors compare a test group with a control group.
This is the first of three blogs on behavioral economics and why people in the payment card industry should pay attention to it. This entry explains what it is, the next one describes how some of the research in this area is helpful for understanding how to price and market cards, and the last one will explain some of the dangers this new field of economics poses.
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