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The Effectiveness of "OptOut" Disclosures In PreScreened Credit ...

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An invitation to apply for a credit card. CONTINUE. IF NOT CREDIT CARD. Coupons from a grocery store. A free sample for a food product ...

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The Effectiveness of "OptOut" Disclosures In PreScreened Credit Card Offers: A Report Submitted to the CommissionPage 1The Effectiveness of OptOut Disclosures in PreScreened Credit Card Offers Report submitted to the Federal Trade Commission Manoj Hastak Ph.D.1September 2004 1Associate Professor of Marketing at American University Washington D.C. Dr. Hastak served as a consultant to the FTC on this project. Page 21OverviewTo gain a better understanding of consumer comprehension of optout notices in prescreened credit card solicitations the Federal Trade Commission (FTC) contracted with Synovate (a leading marketing research company) to conduct a mallintercept study. This report discusses the objectives methodology and key findings of the study. Additional details and complete tabulations of the data are available in the report on the study submitted by Synovate to the FTC posted at www.ftc.gov. ObjectivesThe study was conducted to compare the communication effects of three different versions described in the next section and included in Appendix A of an optout notice embedded in prescreened offers of credit. The main goal of the study was to compare the effectiveness of the different versions of the optout notice in communicating the messages that consumers can opt out of prescreened offers and how they can do so (i.e. by calling a tollfree number or mailing an opt out request to a consumer reporting agency). A second purpose of the study was to gauge whether additional ancillary information could be communicated effectively as part of the notice. Specifically the study tested how well each of the three versions communicated the following items of information (collectively Information Points): (1) consumers have the right to opt out of receiving prescreened offers; (2) consumers may exercise the right to opt out by calling a toll free number or by writing to a consumer reporting agency; (3) even if consumers opt out of prescreened solicitations they may still ...

Source: www.ftc.gov

 

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