Abstract
In recent years, steadily climbing natural disaster losses have increased the need to promote new financial risk transfer mechanisms, including insurance, as a mitigation tool to build resilient communities to recover faster after disaster occurrence. However, while the societal need for such policies is high, demand for natural disaster insurance typically is still low. While there is ample research on positive adoption decisions, reasons for non-adoption has not yet received the attention it deserves. Using the case of earthquake insurance in Turkey, this study investigates how public policy makers and insurance companies can differentiate non-adopter segments and consequently develop targeted strategies to stimulate the uptake of disaster insurance. Our study develops a non-adopter typology consisting of four segments-state reliant positivist, dependers, adversaries, and uninformed loners. Differences among segments provide policy makers and insurance companies with meaningful insights to design and consequently introduce affordable natural disaster insurance to the market. 2018 by The American Council on Consumer Interests.
| Original language | English |
|---|---|
| Pages (from-to) | 662-685 |
| Number of pages | 24 |
| Journal | Journal of Consumer Affairs |
| Volume | 53 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2019 |
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Identifying Non-Adopter Consumer Segments : An Empirical Study on Earthquake Insurance Adoption in Turkey. / Adigüzel, Feray; Kleijnen, Mirella; Erkan, B. Burçak Başbuğ; Yozgatligil, Ceylan Talu.
In: Journal of Consumer Affairs, Vol. 53, No. 2, 2019, p. 662-685.Research output: Contribution to Journal › Article › Academic › peer-review
TY - JOUR
T1 - Identifying Non-Adopter Consumer Segments
T2 - An Empirical Study on Earthquake Insurance Adoption in Turkey
AU - Adigüzel, Feray
AU - Kleijnen, Mirella
AU - Erkan, B. Burçak Başbuğ
AU - Yozgatligil, Ceylan Talu
PY - 2019
Y1 - 2019
N2 - In recent years, steadily climbing natural disaster losses have increased the need to promote new financial risk transfer mechanisms, including insurance, as a mitigation tool to build resilient communities to recover faster after disaster occurrence. However, while the societal need for such policies is high, demand for natural disaster insurance typically is still low. While there is ample research on positive adoption decisions, reasons for non-adoption has not yet received the attention it deserves. Using the case of earthquake insurance in Turkey, this study investigates how public policy makers and insurance companies can differentiate non-adopter segments and consequently develop targeted strategies to stimulate the uptake of disaster insurance. Our study develops a non-adopter typology consisting of four segments-state reliant positivist, dependers, adversaries, and uninformed loners. Differences among segments provide policy makers and insurance companies with meaningful insights to design and consequently introduce affordable natural disaster insurance to the market. 2018 by The American Council on Consumer Interests.
AB - In recent years, steadily climbing natural disaster losses have increased the need to promote new financial risk transfer mechanisms, including insurance, as a mitigation tool to build resilient communities to recover faster after disaster occurrence. However, while the societal need for such policies is high, demand for natural disaster insurance typically is still low. While there is ample research on positive adoption decisions, reasons for non-adoption has not yet received the attention it deserves. Using the case of earthquake insurance in Turkey, this study investigates how public policy makers and insurance companies can differentiate non-adopter segments and consequently develop targeted strategies to stimulate the uptake of disaster insurance. Our study develops a non-adopter typology consisting of four segments-state reliant positivist, dependers, adversaries, and uninformed loners. Differences among segments provide policy makers and insurance companies with meaningful insights to design and consequently introduce affordable natural disaster insurance to the market. 2018 by The American Council on Consumer Interests.
UR - http://www.scopus.com/inward/record.url?scp=85050509070&partnerID=8YFLogxK
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U2 - 10.1111/joca.12217
DO - 10.1111/joca.12217
M3 - Article
VL - 53
SP - 662
EP - 685
JO - The Journal of Consumer Affairs
JF - The Journal of Consumer Affairs
SN - 0022-0078
IS - 2
ER -