Factors influencing consumers' selection of health insurance carriers.

The authors examine the factors and information influencing consumers' selection of health insurance carriers. The results indicate that consumers are sensitive to rising insurance premium costs. They perceive that the decision to select a carrier is critical, yet they are often unprepared (i.e., lack information) to make a judicious decision. Further, consumers are found to rely generally on personal experience rather than the traditional marketing media during the process of selecting insurers.