The majority of US consumers who borrow money do so despite being uncomfortable with borrowing, according to a new consumer segmentation analysis by Mediamark Research Inc. (MRI) that groups adults according to their level of comfort with personal debt, reports MarketingCharts.

Based on data from MRI's "Survey of the American Consumer," MRI researchers grouped adults (age 18+) into four distinct attitudinal segments:

1. Balk the Bank: These consumers are very uncomfortable with borrowing money; essentially, they hate doing it.
2. On Someone Else's Dime: Members of this segmentation are credit-reluctant in their attitudes. They don't feel as strongly negative about borrowing as members of the" Balk the Bank" segment, but it does make them uncomfortable.
3. To Their Credit: These consumers are credit realists. They don't necessarily like to borrow money, but it doesn't make them uncomfortable to do so.
4. I.O.U.: Consumers in this category have the mind-set of a credit enthusiast: They are not averse to borrowing, nor does borrowing increase their anxiety levels.

MarketingCharts has more info on the demographic breakdown.