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The context effect in the choice of earthquake insurance contracts in Japan

Author

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  • SATO, Motohiro
  • SAITO, Makoto

Abstract

In this paper, we investigate the context effect in the choice of public and private earthquake insurance contracts using data from a questionnaire survey completed by an identical set of approximately 2,000 households in 2008 and again in 2009. According to the 2008 survey, the public earthquake insurance (PEI) was not popular among those who felt that the premiums were too high. On the other hand, the 2009 survey demonstrates that the choice of earthquake insurance changed substantially when a hypothetical private earthquake insurance contract, much more expensive than the PEI, was added to a choice menu. In particular, those who had initially felt that PEI was too expensive tended to find it less expensive relative to private insurance, and worth purchasing. A crucial advantage of the above choice architecture is that including additional options helps private insurance companies to develop market activities.

Suggested Citation

  • SATO, Motohiro & SAITO, Makoto, 2011. "The context effect in the choice of earthquake insurance contracts in Japan," Discussion Papers 2011-10, Graduate School of Economics, Hitotsubashi University.
  • Handle: RePEc:hit:econdp:2011-10
    as

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    File URL: http://hermes-ir.lib.hit-u.ac.jp/rs/bitstream/10086/19331/1/070econDP11-10.pdf
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    References listed on IDEAS

    as
    1. Prelec, Drazen & Wernerfelt, Birger & Zettelmeyer, Florian, 1997. " The Role of Inference in Context Effects: Inferring What You Want from What Is Available," Journal of Consumer Research, Oxford University Press, vol. 24(1), pages 118-125, June.
    2. Simonson, Itamar, 1989. " Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, Oxford University Press, vol. 16(2), pages 158-174, September.
    3. Huber, Joel & Payne, John W & Puto, Christopher, 1982. " Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, Oxford University Press, vol. 9(1), pages 90-98, June.
    4. Barbos, Andrei, 2010. "Context effects: A representation of choices from categories," Journal of Economic Theory, Elsevier, vol. 145(3), pages 1224-1243, May.
    5. Bruce Ian Carlin & Simon Gervais & Gustavo Manso, 2009. "When Does Libertarian Paternalism Work?," NBER Working Papers 15139, National Bureau of Economic Research, Inc.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    earthquake insurance; public insurance; context effects;

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D14 - Microeconomics - - Household Behavior - - - Household Saving; Personal Finance
    • G22 - Financial Economics - - Financial Institutions and Services - - - Insurance; Insurance Companies; Actuarial Studies
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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