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Paul Kurnit, Â鶹´«Ã½, Lubin School of Business - Why do you think credit card companies offer sign-up bonuses to new customers? This is not a new strategy. Credit card companies want to build their user base. Very often the first credit cards consumers sign up for are cards they will keep for a long time, maybe even for life. So, hooking new members is key. And giveaways are classic ploys to get new members. It used to be T-shirts on college campuses. Now, the giveaway strategies are more sophisticated. But the goals are the same.

What should cardholders look for in cash back credit cards? Answer by: Paul Kurnit, Clinical Professor of Marketing, Â鶹´«Ã½, Lubin School of Business