| Abstract [eng] |
56 pages, 20 tables, 5 pictures, 51 reference. The main goal of this master theses is to explore the links between fear emotion and the decision to purchase insurance services and to formulate recommendations of practical value for the industry. The work consists of three main parts; the analysis of literature, the research and its results, conclusion and recommendations. Literature analysis reviews human emotions and their purpose, decision-making process, the role of emotions in the decision-making process. After reviewing the literature, the author conducted a study measuring the level of emotional fear that adverse events may recur or occur (in the context of home or personal insurance) and the propensity of subjects to obtain insurance offers and take out insurance contracts. Data from 125 subjects were processed during the study. The results of the research were statistically processed with the SPSS programme batch. The Pearson correlation coefficient was used to calculate the relationships between the variables, and the Mann-Whitney, Kruskal Wallis, and Student-T tests were used to compare the means. The main findings of the study suggest that a higher level of fear of recurrence is associated with accepting an insurance offer and a stronger decision to purchase an insurance service, and vice versa. Also, the fact that a higher level of fear of an event is related to agreeing to receive an insurance offer, and vice versa, does not imply a stronger intention to purchase an insurance service. The results of the research, conclusions and suggestions summarize the main concepts of literature analysis. The author of the study believes that the results of the study will be important for insurance service providers in finding ways to increase customers' propensity to insure. |
