Perils of Credit Card Marketing on Graduation from college should be an exciting and renewing experience. It represents an accomplishment that should be celebrated and the beginning of new adventures and experiences. Yet, for many recent college graduates it represents something entirely different. For these individuals graduation from college represents having to begin their new careers drowning in debt with credit scores below 500. The cause of this unfortunate circumstance is often the improper use of credit cards given to these individuals on their very first day on campus straight out of high school (Lazarony, 1999).
The credit card market is very competitive. The college age consumer is an attractive one for credit card companies. They have a captured market with individuals possessing a minimum degree of financial sophistication. As a result, credit card companies are able to issue cards to young people who are not able or willing, to understand the complex fees and associated costs that accompany the use of these cards.
Students are easy prey for the credit card companies. Entering college young men and women are often experiencing their first taste of independence. Accustomed to living under their parents' homes and the accompanying rules, they are eager to being orchestrating their own affairs. Having witnessed their parents using credit cards for years they identify such use as a sign of being "grownup" and the fact that credit card companies appear to be falling over themselves to offer them cards makes having one even more appealing.
Added to this is the culture of debt that students find themselves in when they enter college. Beginning...
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