Abstract
The ways in which North American credit card issuers are now vying for new customers could suggest the future patterns that all sorts of smart cards may take as various card markets saturate and mature. In the past year, merchandising better deals on interest rates and annual fees have been somewhat pushed aside by fashion concerns. Instead of exclamations of ‘What a deal!’ new customers are being wooed with artistic card designs geared to evoke appreciation of how these new cards are ‘Cool’. In this new world, card ‘looks’ count just as much as card substance.
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