Publication: EXPRESS: How Insurance Prices Affect Consumers’ Purchase Decisions: Insurance Price as a Risk Signal
EXPRESS: How Insurance Prices Affect Consumers’ Purchase Decisions: Insurance Price as a Risk Signal
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Reiner, J., Wamsler, J., Bornemann, T., & Natter, M. (2025). EXPRESS: How Insurance Prices Affect Consumers’ Purchase Decisions: Insurance Price as a Risk Signal. Journal of Marketing Research, 62(1), 154–169. https://doi.org/10.1177/00222437241270217
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Retailers, service providers, and manufacturers have discovered that complementary optional insurance is an attractive source of profit and frequently charge substantial insurance prices compared to the price of the product to be insured. The implicit assumption behind this pricing strategy is that product purchase decisions are independent of the insurance offer. The authors question this assumption and propose that consumers interpret the price of insurance as a risk signal with respect to the underlying product. Perceived risk, in
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Reiner, J., Wamsler, J., Bornemann, T., & Natter, M. (2025). EXPRESS: How Insurance Prices Affect Consumers’ Purchase Decisions: Insurance Price as a Risk Signal. Journal of Marketing Research, 62(1), 154–169. https://doi.org/10.1177/00222437241270217
