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JPMorganChase's Consumer Behavior Gamble Drives Profitability

September 24, 2009

Analysis of:How to Stop a Credit Card Payment Increase | www.mainstreet.com

This customer pool is one that JPMorgan Chase wants to retain due to their decent credit history and payment performance. However, at their current promotional rates, the pool is not profitable. Chase is betting that their borrowers are payment-sensitive rather than rate-sensitive and the consumer will accept the higher interest rate in order to maintain the low minimum payment. Public sentiment against this change will stall changes to be proposed by other credit card companies.

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