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The influence of perceived social norms and the availability heuristic on consumer insurance decisions
Mini Dissertation (MBA)--University of Pretoria, 2025.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2026
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| _version_ | 1867613618430803968 |
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| access_status_str | Open Access |
| author2 | Lew, Charlene |
| author_browse | Lew, Charlene |
| author_facet | Lew, Charlene |
| collection | Thesis |
| dc_rights_str_mv | © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2025. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/109120 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:00.799Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/109120 The influence of perceived social norms and the availability heuristic on consumer insurance decisions Lew, Charlene ichelp@gibs.co.za McPhail, Chantel UCTD Availability heuristics Ecological rationality theory Perceived social norms Purchase intention Quantitative research Mini Dissertation (MBA)--University of Pretoria, 2025. Understanding the factors influencing consumers’ insurance decisions is still crucial in a time of persistent underinsurance. This research investigates the understated cognitive factors that influence South African customers’ insurance decisions, placing emphasis on the way availability heuristics (rapid judgements drawn from vivid recollection) and perceived social norms steer purchase intentions. This study employed a quantitative cross-sectional framework with 162 participants, challenging conventional assumptions about rational insurance-related decisions. The results show that availability heuristics had a strong influence on individuals purchase intention. This reflects the inclination by consumers to be swayed by a vivid personal recollection above pages full of detached numerical probabilities. Perceived social norms likewise showed a meaningful influence on purchase intention, yet this effect manifested independently and did not amplify availability heuristics. These disclosures have significant implications for the insurance sector, which is experiencing significant changes. Behavioural science offers unique insights for improving product design and marketing strategies as the insurance industry struggles with economic pressures, climate-driven disasters, and rapid digital transformations. The research findings guide practitioners to use social norms to influence choices through conformity dynamics. Practitioners may use emotionally charged media coverage to boost insurance adoption rather than complex statistical presentations. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-12: Responsible consumption and production 2026-03-23T09:07:45Z 2026-03-23T09:07:45Z 2026-05-05 2025 Mini Dissertation * A2025 http://hdl.handle.net/2263/109120 en © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Availability heuristics Ecological rationality theory Perceived social norms Purchase intention Quantitative research The influence of perceived social norms and the availability heuristic on consumer insurance decisions |
| title | The influence of perceived social norms and the availability heuristic on consumer insurance decisions |
| title_full | The influence of perceived social norms and the availability heuristic on consumer insurance decisions |
| title_fullStr | The influence of perceived social norms and the availability heuristic on consumer insurance decisions |
| title_full_unstemmed | The influence of perceived social norms and the availability heuristic on consumer insurance decisions |
| title_short | The influence of perceived social norms and the availability heuristic on consumer insurance decisions |
| title_sort | influence of perceived social norms and the availability heuristic on consumer insurance decisions |
| topic | UCTD Availability heuristics Ecological rationality theory Perceived social norms Purchase intention Quantitative research |
| url | http://hdl.handle.net/2263/109120 |