The effect of advertising on the take up and use of credit cards concerning three different age groups in the Maltese Islands

Abstract

The following study examines the effect of advertising on the intention of three different age groups to take up or make more use of a credit card. For the research a sample of 148 respondents was used based on NSO's demographic review of2003. An advert on credit cards is shown to the respondents prior to answering the questions which gather information on their attitude towards the advert and behaviour intention. The quantitative data gathered showed that the 26-35 age group was the least receptive to credit cards in general. The data also confirmed one of the hypotheses, that age plays a significant part1 part on the effect in the behavioural intention of respondents to take up a credit card or to make more use of one that they already own.