How consumers choose health insurance.
The authors used choice-based conjoint analysis to model consumers' decision processes when evaluating and selecting health insurance in a multiplan environment. Results indicate that consumer choice is affected by as many as 19 attributes, some of which have received little attention in previous studies. Moreover, the importance of the attributes varies across different demographic segments, giving marketers several targeting opportunities.
Oklahoma State University, Stillwater.
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Chakraborty
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Ettenson
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Gaeth
D000328:Adult; D000368:Aged; D002755:Choice Behavior; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003625:Data Collection; D003657:Decision Making; D005260:Female; D006264:Health Benefit Plans, Employee / Q000592:standards / Q000706:statistics & numerical data*; D006801:Humans; D008297:Male; D008389:Marketing of Health Services; D008396:Maryland; D008875:Middle Aged; D015233:Models, Statistical; D013219:State Government