How consumers choose health insurance: Analyzing employees' selection process in a multiplan environment identifies the trade-offs consumers make and the benefits that affect their decision making

The authors used choice-based conjoint analysis to model consumers' decision processes when evaluating and selecting health insurance in a multiplan environment. Results indicate that consumer choice is affected by as many as 19 attributes, some of which have received little attention in previous studies. Moreover, the importance of the attributes varies across different demographic segments, giving marketers several targeting opportunities.