Study on consumers’ decision making in insurance services : a behavioural economics perspective ; Final report

The study had a threefold objective: Collecting data and evidence, testing a range of remedies to improve consumer decision-making and interest in cross-border offers, and estimating savings consumers could make. The preparatory phase involved the collection of qualitative and quantitative evidence on both demand for and supply of insurance and explored barriers and drivers of cross-border purchases, to support the design of the experimental phase; it consisted of desk-based research, stakeholder interviews, and focus groups. Task 2 involved a consumer survey conducted in conjunction with behavioural experiments, to provide quantitative evidence on consumers’ experiences in the market, the impact of contract features and the presentation of information on consumers’ decision-making, the interplay between contract features and behavioural traits, and consumers’ interest in and barriers to purchasing insurance cross-border. In particular, the experiments tested the effectiveness of remedies to improve consumer decision-making. The survey examined respondents’ behavioural characteristics, experience, and comprehension. Task 3 used the data and evidence collected to estimate potential savings for consumers that better choices may allow for the products studied. The study conclusions and recommendations address a number of general and cross-border insurance issues, such as the provision of information to consumers, the purchasing process, and levels of awareness and understanding.