JP Morgan Chase is also concerned about the ethics of marketing credit card products to consumers who might abuse them. U.S. consumers’

filings for personal bankruptcy are at an all time high. Additionally, in every major city, many people are flocking to classes and consultations designed to help them get out of consumer debt—a process that begins by cutting up credit cards. Besides the ethical issues, many consumers who abuse credit cards will never pay their credit card bills entirely. How can the company modify the advertising message to attract ONLY responsible credit card users?

According to the U.S. Federal Research U.S. credit card debt per household was $8,475, making credit card debt a large portion of all consumer debt.
The use of credit cards varies extensively. For some, a credit card is a convenient substitute for cash, while others like to “buy now”—even it they can’t afford it.
Imagine you have been hired as a consumer behavior consultant for JP Morgan Chase, one of the country’s largest issuers of consumer credit card products. The company has decided one of the highest growth potential market segments for their credit card products is a “young influentials”
segment.