Abstract
Many insurance companies offer a huge variety of products within one insurance category. In particular, there are rarely limits to available insurance products in the online world. Insurance companies can simply combine various insurance sums and service components to meet the needs of different customers. Using experimental studies, the paper analyzes the effect of defaults on customer choices and customers’ perceptions of the company when insurance companies offer more or less variety. The results show that defaults have an influence when a smaller, rather than a larger, number of insurance options is available. The premium image of an insurance company can only be influenced by defaults when customers know about the different default settings.
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