Regional Anchoring as a Selection Criterion for Compulsory Health Insurance

Thomas Dobbelstein and Ole Renzing
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Thomas Dobbelstein: Baden-Württemberg Cooperative State University, Germany
Ole Renzing: Customer Research 42, Germany

International Journal of Applied Behavioral Economics (IJABE), 2012, vol. 1, issue 3, 39-57

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.

Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jabe00:v:1:y:2012:i:3:p:39-57

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