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The Marketing of Credit Life Insurance

Chapter
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Part of the Innovations in Financial Markets and Institutions book series (IFMI, volume 10)

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.

Keywords

Credit Union Purchase Decision Consumer Satisfaction Credit Insurance Actual Purchase 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Kluwer Academic Publishers 1996

Authors and Affiliations

  1. 1.Department of Economics, Krannert Graduate School of ManagementPurdue UniversityUSA
  2. 2.Credit Research Center, Krannert Graduate School of ManagementPurdue UniversityUSA

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