Die Wirkung der Produktpräsentation auf die Abschlussentscheidung und die Entscheidungszufriedenheit bei Versicherungsprodukten

For insurances sales and communication it is important to know, how the context of presenting products influences purchasing decision and customer satisfaction. Within an experimental study we analyzed the influence of presentation (one vs. multiple products, sequential vs. simultaneous presentation, and three vs. two products). The results show that customers are more likely to buy an insurance product if they are exposed to multiple products rather than to only one product, though decision satisfaction suffers if multiple options are presented. Practical implications and limitations are presented and future research opportunities are discussed.