Consumer Discrimination: How a Choice Mindset Influences Fairness Perceptions of Insurance Premiums

Michail Kokkoris, University of Cologne, Germany
Krishna Savani , Nanyang Business School, Singapore
We examined consumers’ fairness perceptions of insurance policies that discriminate premiums based on individual behaviors or outcomes. We found that a choice mindset decreases perceptions of fairness among consumers who feel disadvantaged by the policy but increases perceptions of fairness among those who feel favored by the policy.
[ to cite ]:
Michail Kokkoris and Krishna Savani (2016) ,"Consumer Discrimination: How a Choice Mindset Influences Fairness Perceptions of Insurance Premiums", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 743-743.