Regional Anchoring as a Selection Criterion for Compulsory Health Insurance
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.
Year of publication: |
2012
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Authors: | Dobbelstein, Thomas ; Renzing, Ole |
Published in: |
International Journal of Applied Behavioral Economics (IJABE). - IGI Global, ISSN 2160-9802. - Vol. 1.2012, 3, p. 39-57
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Publisher: |
IGI Global |
Saved in:
Online Resource
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