Consumer Attitudes Toward Credit Insurance, 1996 Innovations in Financial Markets and Institutions Series, Vol. 10

Consumer Attitudes Toward Credit Insurance provides the findings of a survey of approximately 3600 individuals who had the opportunity to purchase credit life insurance in conjunction with all types of consumer loans, except first mortgages and credit cards. The survey that forms the basis of the book was conducted in 1993 by the Credit Research Center at Purdue University's Krannert Graduate School of Management. It replicates and expands upon four previous national studies of credit insurance consumers, done between 1970 and 1985.
Despite the generally positive findings of prior research with respect to consumer attitudes toward credit insurance, several open questions remain of interest to policy makers, specifically the question of whether coercion is involved in the sale of the insurance. ConsumerAttitudes Toward Credit Insurance addresses these outstanding issues. It presents a profile of who is currently being served by the credit insurance market, as well as the reasons borrowers purchase the product and their experience with the offer of credit insurance at point of sale.

1 Introduction.- 2 Summary of Prior Research.- A. Differences in Survey Universes, Sampling Methods, and Questionnaires.- B. Selected Findings of Previous Surveys.- C. General Conclusions from Prior Research.- 3 1993 CRC Survey Questionnaire and Sample Design.- A. Source of Borrower Names.- B. Type of Credit Insurance Products and Loans.- C. Parameters on Inclusion of Borrowers in Sample.- D. Logistics of Survey Distribution.- 4 The Credit Insurance Purchase Decision: Who Buys It and Why.- A. A Simple Model of the Demand for Credit Insurance.- B. The Credit Life Purchase Decision, by Demographics.- C. Reasons to Buy Credit Life Insurance.- D. Reasons Not to Buy Credit Life Insurance.- E. The Purchase of Credit Life Plus Additional Coverage.- F. Comparison of Survey Data to Federal Reserve Survey: A Validity Check.- G. Summary.- 5 Consumer Awareness: Actual Versus Perceived Insurance Purchase Decisions.- A. Definition and Frequency of Purchase Perception Errors.- B. A Comparison of Perception Errors across Different Surveys.- C. Purchase Perception Errors, by Demographics and Creditor Type.- D. Two Types of Purchase Perception Errors, by Demographics and Creditor Type.- E. A Comparison of the Determinants of Perceived Purchase Versus Actual Purchase.- 6 The Marketing of Credit Life Insurance.- A. Consumer Satisfaction: Evidence of Second Thoughts.- B. Direct Measures of Coercion and Pressure.- C. The Effect of Coercion and Sales Pressure on Insurance Purchases.- D. Differences in Marketing Practices across Groups.- E. Awareness of Cancellation Rights.- 7 The Impact of Rate Regulations on Sales Practices.- A. Effects of Rate Differences on Offering Credit Insurance, the Timing of the Offer, and Reasons to Buy or Not to Buy.- B. Effects of Rate Differences on Purchase Perception Errors.- C. Effects of Rate Differences on Consumer Satisfaction and Marketing Practices.- 8 Summary.- A. Who Buys Credit Insurance and Why?.- B. Are Consumers Aware of the Credit Insurance Purchase?.- C. Are Consumers Pressured or Coerced?.- D. State Regulatory Effects.- E. Conclusions.- Appendix A: Survey Questionnaire and Cover Letter.- Appendix B: Responses to Open-End Survey Questions.- References.