The Relevance of the Fishbein Model to Insurance Buying

Consumer decision making is a much-researched area. This cannot be said of the more specific area of the insurance purchaser. This study explores the validity to insurance of Fishbein's ‘Theory of Reasoned Action’ model and examines the responses obtained in the elicitation stage, the first stage in the model's two-stage process. The authors consider some of the implications arising from the salient and normative beliefs extracted.