The Marketing of Credit Life Insurance

Abstract

An effective marketing campaign can educate consumers about product attributes. However, the sales message can also entice consumers into purchases that they later regret. A focal point of public policy toward credit insurance has been the frequency with which the intensity of marketing efforts transform the message from “persuasive” to “coercive”. We noted in Chapter 2 that concerns about abusive sales tactics can be effectively addressed through a customer opinion survey. Excessive or coercive pressure on borrowers to purchase credit insurance should be evident in diminished consumer satisfaction with an insurance purchase.