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Testing the risk as feeling and risk as analysis perspective for insurance: the antecedents of purchasing unit-linked life insurance products

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  • Carin Huber

    (Zurich Insurance Company Ltd)

  • Tobias Schlager

    (University of St. Gallen)

Abstract

Risk and uncertainty are critical to human decision-making. Yet our understanding of the underlying traits that present the foundation of decision-making remains limited. The work develops a causal model of the antecedents of consumers’ purchase behavior in the context of unit-linked life insurance products. Our experimental approach (n = 929) builds on the risk as analysis and risk as feeling perspective, which entails huge theoretical and practical contributions. Risk avoidance and uncertainty avoidance are identified to strongly influence the product perceptions. We complement our findings by investigating the conditions that favor the influence of both traits by investigating moderating effects.

Suggested Citation

  • Carin Huber & Tobias Schlager, 2018. "Testing the risk as feeling and risk as analysis perspective for insurance: the antecedents of purchasing unit-linked life insurance products," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(1), pages 25-37, March.
    • Handle: RePEc:pal:jofsma:v:23:y:2018:i:1:d:10.1057_s41264-018-0040-2
    DOI: 10.1057/s41264-018-0040-2
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    Cited by:

    1. Ramesh Darbha & Abhilash Ponnam & Rik Paul & S. Sreejesh, 2022. "Discerning the antecedents determining empowerment of life insurance agents: an empirical examination," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(4), pages 279-290, December.
    2. Srbinoski Bojan & Strozzi Fernanda & Poposki Klime & Born Patricia H., 2020. "Trends in Life Insurance Demand and Lapse Literature," Asia-Pacific Journal of Risk and Insurance, De Gruyter, vol. 14(2), pages 1-46, July.
    3. Daliana Luca, 2018. "Does prevention as an investment strategy explain the intention to purchase guarantees for unit-linked life insurance?," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 153-167, December.

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    More about this item

    Keywords

    Unit-linked life insurance; Financial decision-making; Experimental study;
    All these keywords.

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D14 - Microeconomics - - Household Behavior - - - Household Saving; Personal Finance
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies

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