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Regional Anchoring as a Selection Criterion for Compulsory Health Insurance

Author

Listed:
  • Thomas Dobbelstein

    (Baden-Württemberg Cooperative State University, Germany)

  • Ole Renzing

    (Customer Research 42, Germany)

Abstract

If consumers do not have access to all relevant information for the purchase decision process and/or if it is necessary to reduce a massive amount of information, consumers base their often simplified buying decision on key data. The paper shows the cognitive and affective importance of regional anchoring as a key information factor in selecting a form of compulsory health insurance (CHI). The perceived regional anchoring of a CHI has a positive influence on the overall image of a CHI and on resulting customer preferences. These influences are further supported by the customer’s ethnocentricity. However, the customer’s attitude towards a region influences neither the image of a CHI nor the preference for a CHI. To influence the customer’s perceived regional anchoring of a CHI positively, the most effective marketing instruments are seminars/workshops on physical exercise options in the region, advertising with typical regional pictures, and offering a regional expert hotline.

Suggested Citation

  • Thomas Dobbelstein & Ole Renzing, 2012. "Regional Anchoring as a Selection Criterion for Compulsory Health Insurance," International Journal of Applied Behavioral Economics (IJABE), IGI Global, vol. 1(3), pages 39-57, July.
    • Handle: RePEc:igg:jabe00:v:1:y:2012:i:3:p:39-57
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