Werbeanzeigen von Versicherungsunternehmen zur Aufklärung über Gesundheitsrisiken



Versicherungsunternehmen, die gesundheitsbezogene Dienstleistungen wie Unfallversicherungen, Krankenversicherungen oder Pflegeversicherungen anbieten, haben ein Interesse daran, die Krankheitskosten ihrer Kunden zu reduzieren. Informationen über gesundheitsbewusstes Verhalten und Gesundheitsrisiken können dazu einen Beitrag leisten und mittels Werbeanzeigen zur Verfügung gestellt werden. In einer experimentellen Studie wurde der Einfluss der Glaubwürdigkeit von Werbeanzeigen sowie von Gütesiegeln einer unabhängigen Drittpartei auf die Wahrnehmung von Gesundheitsrisiken und das Gesundheitsverhalten untersucht. Die Ergebnisse zeigen, dass die Glaubwürdigkeit der Werbeanzeige eines Versicherers einen signifikanten Einfluss auf die Wahrnehmung der Gesundheitsrisiken hat und Werbeanzeigen mit unabhängigen Gütesiegeln glaubwürdiger wirken. Zudem führt eine höhere Wahrnehmung der Gesundheitsrisiken zu gesünderen Verhaltensintentionen.


Insurers offering health-related services as accident insurance, health insurance coverage or nursing insurance for instance have a legitimate interest in reducing costs of ill insured. Information about health-conscious behavior and health risks provided by advertisement may contribute this impact. In an experimental study, we analyze the effect of credibility of advertisement and independent third-party trustmark on health risk perception and health behavior intentions. Results demonstrate significant influence of credibility of advertisement on health risk perception and higher credibility for advertisement with independent trustmark. Furthermore, higher health risk perception conducts to healthier behavior intentions.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2016

Authors and Affiliations

  1. 1.Lehrstuhl für BWL, insb. VersicherungsmarketingFriedrich-Alexander-Universität Erlangen-NürnbergNürnbergDeutschland
  2. 2.Lehrstuhl für BWL, insb. VersicherungsmarketingFriedrich-Alexander-Universität Erlangen-NürnbergNürnbergDeutschland

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