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Framing the decision to buy long-term care insurance: losses and gains in the context of statistical and narrative evidence

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  • Jeremy Pincus

    (Isobar)

  • Katherine Hopewood

    (Isobar)

  • Robert Mills

    (Isobar)

Abstract

Rational models have difficulty explaining low levels of demand for long-term care insurance. We posit that insurers have framed the need for insurance in a manner that unintentionally promotes risk-seeking behavior (i.e., high probability loss frame), and that alternative frames can better promote willingness to insure. We further posit that emotional frames are more effective than rational risk frames in promoting willingness to pay. Survey evidence supports these hypotheses: emotional narrative frames are associated with greatest willingness to pay, and the high probability loss frame was associated with among the lowest average amounts willing to pay.

Suggested Citation

  • Jeremy Pincus & Katherine Hopewood & Robert Mills, 2017. "Framing the decision to buy long-term care insurance: losses and gains in the context of statistical and narrative evidence," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(1), pages 33-40, March.
    • Handle: RePEc:pal:jofsma:v:22:y:2017:i:1:d:10.1057_s41264-017-0019-4
    DOI: 10.1057/s41264-017-0019-4
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    References listed on IDEAS

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    1. Jeffrey R. Brown & Jeffrey R. Kling & Sendhil Mullainathan & Marian V. Wrobel, 2008. "Why Don’t People Insure Late-Life Consumption? A Framing Explanation of the Under-Annuitization Puzzle," American Economic Review, American Economic Association, vol. 98(2), pages 304-309, May.
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    5. Pauly, Mark V, 1990. "The Rational Nonpurchase of Long-term-Care Insurance," Journal of Political Economy, University of Chicago Press, vol. 98(1), pages 153-168, February.
    6. Small, Deborah A. & Loewenstein, George & Slovic, Paul, 2007. "Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims," Organizational Behavior and Human Decision Processes, Elsevier, vol. 102(2), pages 143-153, March.
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    Cited by:

    1. Lambregts, Timo R. & Schut, Frederik T., 2020. "Displaced, disliked and misunderstood: A systematic review of the reasons for low uptake of long-term care insurance and life annuities," The Journal of the Economics of Ageing, Elsevier, vol. 17(C).
    2. Martin Eling & Omid Ghavibazoo, 2019. "Research on long-term care insurance: status quo and directions for future research," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 44(2), pages 303-356, April.
    3. Dipti Saraf & Narayan Baser, 2024. "Influence of fear on purchase of health insurance," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 354-363, June.

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