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Regional Anchoring as a Selection Criterion for Compulsory Health Insurance

Regional Anchoring as a Selection Criterion for Compulsory Health Insurance

Thomas Dobbelstein, Ole Renzing
Copyright: © 2012 |Volume: 1 |Issue: 3 |Pages: 19
ISSN: 2160-9802|EISSN: 2160-9810|EISBN13: 9781466615434|DOI: 10.4018/ijabe.2012070105
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MLA

Dobbelstein, Thomas, and Ole Renzing. "Regional Anchoring as a Selection Criterion for Compulsory Health Insurance." IJABE vol.1, no.3 2012: pp.39-57. http://doi.org/10.4018/ijabe.2012070105

APA

Dobbelstein, T. & Renzing, O. (2012). Regional Anchoring as a Selection Criterion for Compulsory Health Insurance. International Journal of Applied Behavioral Economics (IJABE), 1(3), 39-57. http://doi.org/10.4018/ijabe.2012070105

Chicago

Dobbelstein, Thomas, and Ole Renzing. "Regional Anchoring as a Selection Criterion for Compulsory Health Insurance," International Journal of Applied Behavioral Economics (IJABE) 1, no.3: 39-57. http://doi.org/10.4018/ijabe.2012070105

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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.

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