Journal
FRONTIERS IN PSYCHOLOGY
Volume 12, Issue -, Pages -Publisher
FRONTIERS MEDIA SA
DOI: 10.3389/fpsyg.2021.700289
Keywords
self-control; willpower; decision-making; consumer; utility; insurance
Categories
Funding
- Intesa Sanpaolo Innovation Center S.p.A
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This study aims to investigate the decision-making process of potential consumers in the insurance sector, with a theoretical choice model proposed to evaluate the level of optimal self-control based on arousal in hot or cold states. The goal is to avoid gross mistakes and guide consumers towards long-term utility in making decisions about purchasing insurance.
With the present work, we aim to mark a beginning line on the study of decision-making of potential consumers in the insurance sector, with the long-term purpose of defining the optimal cognitive processes to be undertaken when deciding whether to purchase insurance or not. Decision-making in conditions of uncertainty is influenced by the dual-self model doers/planner integrated with the hot-cold states and prospect utility function. Thus, we present a theoretical model of choice-making to evaluate the level of optimal self-control necessary to be exerted if the individual is either in the hot or in the cold state depending on the arousal. This theoretical choice-making model lays the ground for the decision journey by following the long-term utility and avoiding gross mistakes that could lead the consumer not to insure, when the odds suggest doing it, or vice versa, in situations when it would not be necessary.
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