ATTITUDES AND PERCEPTION IN CONSUMER’S INSURANCE DECISION.docVIP

922 Challenges of the Knowledge Society. Economics ATTITUDES AND PERCEPTION IN CONSUMER’S INSURANCE DECISION MIHAELA ANDREEA STROE MIHAELA ILIESCU * ** Abstract Consumers attitudes are both an obstacle and an advantage in the decision proccess. Choosing to discount or ignore consumers’ attitudes of a particular product or service, while developing a marketing strategy,guarantees limited success of a campaign.Differences in attitudes dependes also by the gender of decidents. the different features between men and women in the perception of risk and decisional process of making an insurance. Women are more risk averse than men. Over an initial range, women require no further compensation for the introduction of ambiguity but men do. Differences appear also in which concerns risk taking, overconfidence and information processing. Perhaps the attitude s formed as the result of a positive or negative personal experience and by other psychological factors outside the common market manipulation. Keywords: risk aversion, insurance, decisional process, information processing, perception 1. Introduction This study aims to assess the degree in which formed attitudes and consumer perception influences the insurance decision and if women display a common trait of less risk-seeking behaviour than men in insurance decision-making.It is common known that the influence of society, of culture, of family and friends are not the only factors that drives a consumer in making a market decision.The subliminal factors like psychological ones and cognitive dissonance play a main role in what consumer perceive and decide in the insurance world. Insurances are intangible products that have some special features apart from the material good. Insurances represent a service that cannot be touched, price standardization is not possible,there is no ownership transfer and