Determinants of Young Marrieds' Life Insurance Purchasing Behavior: An Empirical Investigation

Abstract

The study examines the variables associated with the amount and type of life insurance purchased by a sample of young newly-married couples. Socioeconomic, demographic, psychographic, and other variables are examined by means of Multiple Classification Analysis. The purchase of a larger than average amount of life insurance was found to be much more likely in households where: (1) the husband did not attend college, (2) current and expected household incomes were in the low and high ranges, (3) net worth was greater, (4) the husband had purchased no life insurance before marriage, and (5) the wife had purchased term insurance before marriage. The purchase of term insurance was found to be much more likely in households where: (1) the net worth was greater, (2) the wife purchased term insurance before marriage, and (3) the insurance agent did not influence the decision. The purchase of life insurance is one of the most important consumer purchasing decisions. In the United States, consumers pay out over $24 billion for life insurance premiums or slightly over three percent of their total disposable personal income. These premium receipts, plus the investment income earned on them, has allowed the life insurance industry to become one of the most powerful financial institutions, controlling over $240 billion in assets. One of the most important market segments for the life insurance industry consists of young married couples. Often the first and most important purchases of life insurance are made at this stage of the life cycle. Life insurance decisions made at this time may have a lasting influence on future life insurance purchases. Thus, it is important for the industry to understand the life insurance purchasing behavior of this market segment. This article examines the variables associated with the amount and the type of life insurance purchased by young newly-married couples. Socioeconomic variables, demographic variables, psychographic variables, and other explanatory factors, some of which have not been investigated Dan R. Anderson, Ph.D., CPCU, is Assistant Professor of Business (Risk Management and Insurance) in the Graduate School of Business of the University of Wisconsin, Madison. John R. Nevin, Ph.D., is Assistant Professor of Business (Marketing) in the Graduate School of Business of the University of Wisconsin, Madison. This paper was submitted in April, 1974.