Behind the Bonuses: Yuliya Strizhakova Featured in WalletHub

Associate Professor of Marketing, Dr. Yuliya Strizhakova was recently featured in WalletHub’s article “Best Credit Card Deals”. In this article she discusses the importance of sign on bonuses, limited-time promotions, bonus-seekers and the broader role credit cards play in the economy. Professor Strizhakova explains that credit card companies should view initial incentives as long-term investments in relationships with customers, as they do not often switch cards. She notes that limited-time promotions can help attract individuals seeking to lower their rates or incentivize first-time users to enter the market. Additionally, she highlights that bonus-seekers can still be valuable customers, since credit card relationships tend to be long-term and remain beneficial even after introductory offers expire. Lastly, she discusses how bigger bonuses can signal decreased consumer spending as companies increase incentives to attract new customers, which can reflect broader slowdowns in the economy.