有限理性的价格认识在保险消费中的作用

The role of bounded rationality on price conception in insurance consumption

保险产品本身的特殊性和复杂性以及消费者自身的心理因素,使得消费者在保险价格认识中仅具有有限理性。有限理性的价格认识使消费者在保险消费决策中难以做出主动购买的决策,并容易盲目购买低价产品,使市场总保险需求的价格敏感度较低,并使价格在财产保险消费中的作用大于在人身保险中的作用。保险企业应该有针对性地采取价格策略和相应的营销支持,使消费者对价格的认识成为促进保险产品销售的手段而不是障碍。

Insurance product is in itself unique and complicated, and susceptible to psychological factors of con- sumers. Consumers only have bounded rationality towards insurance product price. Therefore, it is difficult to have consumers make voluntary consumption decisions and they tend to buy low-price products. This phenomenon results in the low price sensitivity of the aggregate insurance demands in the market. In comparison, price is a more important swaying factor in property insurance than in personal insurance. Insurance enterprises should adopt pertinent price strategy and corresponding marketing supports to convert consumers＇ price conception into a driving force for insurance purchase instead of a hindrance.