Behavioral science shows an individual's feelings toward risk are useful and often beneficial in decision-making.
Every generation has a public health campaign that had a powerful emotional impact. For me, it was the 1980s' "AIDS: Don't Die of Ignorance," the U.K. government's movement. For other generations, it might have been the antismoking "Tips from Former Smokers," in the early 2010s by the Centers for Disease Control and Prevention in the U.S. It's likely that today's children from across the world will vividly remember decades from now the COVID-19 campaign imploring people to wash their hands, wear masks, and stay home.
In an article published in Best’s Review, RGA behavioral scientist Matt Battersby explores the influence of emotions on choices and how a better understanding of this concept could help close the life insurance protection gap.
©A.M.Best – used with permission.
