Flemington, NJ, December 8, 2009 – A new media study among 301 Americans revealed that the majority (64%) were less likely to apply for store credit cards after viewing a news clip featuring new Federal Reserve guidelines, which require consumers to provide personal financial information.
The study was conducted by HCD Research using its MediaCurves.com® website on December 7-8 to obtain viewers’ perceptions of a news clip highlighting recent Federal Reserve guidelines that will require consumers to provide more personal financial information when they apply for retail store credit cards. To view agreement curves and detailed results go to: www.mediacurves.com.
The majority of the viewers (69%) indicated that they were not comfortable sharing private financial information with retail store employees when applying for a store credit card. In addition, the majority of viewers (63%) reported that it was fair for stores to ask about a consumer’s annual income when they apply for a store credit card.
Among the findings:
How do these rules affect your likelihood of applying for a store credit card in the future?
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Total
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I am more likely to apply for a store credit card
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4%
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I am less likely to apply for a store credit card
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64%
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I am just as likely to apply for a store credit card
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32%
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How comfortable would you be sharing private financial information with retail store employees if applying for a store credit card?
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Total
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Very comfortable
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5%
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Somewhat comfortable
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26%
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Not comfortable
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69%
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Do you think it is fair to ask about the annual income of customers applying for a store credit card?
While viewing the video, participants indicated their levels of agreement by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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