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Reciprocity vs. commitment in bank marketing strategies

Author

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

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.

Suggested Citation

  • Da Silva, Sergio & Matsushita, Raul & Santo, Barbara Espirito & Sigrist, Felipe, 2022. "Reciprocity vs. commitment in bank marketing strategies," SocArXiv zj8h7, Center for Open Science.
    • Handle: RePEc:osf:socarx:zj8h7
    DOI: 10.31219/osf.io/zj8h7
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