Consumer Behavior

When thinking about consumer behavior, for me, perceived risk of the purchase or decision is a huge factor. Small changes in this, can drastically change my likehood to purchase. High perceived risk makes a purchase more high involvement, and can turn it into enduring involvement.
Consumer choice on insurance is enduring involvement, and although I have never personally made this decision, I imagine there is high perceived risk involved. Many insurance companies, such as geico and progressive, run a high amount of advertisements telling customers how easy the whole process is, and how much money they can save you. Representatives are portrayed as friendly and informed, and some insurance companies even go as far as assisting you in comparative shopping. All of this, in my opinion, is to help consumers let their guard down and lower their perceived risk in purchasing insurance in general, and especially with their company.