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Updated: Oct 11, 2025

Measuring the Subjective Value of Risky and Ambiguous Options using Experimental Economics and Functional MRI Methods
Published on: September 19, 2012
Insurance decisions under nonperformance risk and ambiguity
Timo R Lambregts1,2, Paul van Bruggen3, Han Bleichrodt4,5
1Erasmus School of Health Policy & Management, Erasmus University Rotterdam, Burgemeester Oudlaan 50, 3062 PA Rotterdam, Netherlands.
People underinsure against future risks due to uncertainty about non-reimbursement. This study shows insurance demand decreases when nonperformance risk is ambiguous, especially for risk-prudent individuals.
Area of Science:
- Behavioral economics
- Decision theory
- Risk management
Background:
- Societal underinsurance against low-probability, long-term risks is a significant issue.
- Uncertainty regarding risk non-reimbursement may deter individuals from purchasing adequate insurance.
- Ambiguity aversion and risk prudence are potential factors influencing insurance decisions.
Purpose of the Study:
- To experimentally investigate the impact of ambiguity in non-reimbursement risk on insurance demand.
- To test the hypothesis that ambiguity aversion and risk prudence lead to reduced insurance uptake.
- To explore the relationship between decision-maker characteristics and insurance purchasing behavior under uncertainty.
Main Methods:
- An insurance experiment was designed to compare insurance demand under known versus ambiguous nonperformance risks.
- Participants' decision-making behavior was observed in controlled experimental conditions.
- Statistical analysis was employed to evaluate the effect of risk ambiguity and individual risk attitudes on insurance take-up.
Main Results:
- Insurance demand was significantly lower when the nonperformance risk was ambiguous compared to when it was known.
- This reduction in demand was particularly pronounced among decision-makers identified as risk prudent.
- The study's measure of ambiguity aversion did not fully explain the observed decrease in insurance take-up.
Conclusions:
- Ambiguity surrounding non-reimbursement risk demonstrably reduces insurance demand, especially for risk-prudent individuals.
- The findings support the role of ambiguity in suboptimal insurance decisions for future or unlikely risks.
- Further research is needed to capture the multifaceted nature of ambiguity attitudes beyond simple aversion.
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