ATTITUDES AND PERCEPTION IN CONSUMER’S INSURANCE DECISION

Consumers attitudes are both an obstacle and an advantage in the decision proccess. Choosing to discount or ignore consumers’ attitudes of a particular product or service, while developing a marketing strategy,guarantees limited success of a campaign.Differences in attitudes dependes also by the gender of decidents. the different features between men and women in the perception of risk and decisional process of making an insurance. Women are more risk averse than men. Over an initial range, women require no further compensation for the introduction of ambiguity but men do. Differences appear also in which concerns risk taking, overconfidence and information processing. Perhaps the attitude s formed as the result of a positive or negative personal experience and by other psychological factors outside the common market manipulation