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.
|Original language||English (US)|
|Number of pages||13|
|Journal||Journal of Health Care Marketing|
|State||Published - Jan 1 1994|
ASJC Scopus subject areas
- Medicine (miscellaneous)