The Marketing of Credit Life Insurance
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.
KeywordsInsurance Coverage Income Marketing
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