Live Healthy and Get Rewarded – The Impact of Reward Type and Timing in Pay-As-You-Live Pricing
(A2022-107046)

AUTHORS

Franziska Unger, Friedrich-Alexander-Universität Erlangen-Nürnberg; Martina Steul-Fischer, Friedrich-Alexander-Universität Erlangen-Nürnberg

ABSTRACT

Pay-as-you-live (PAYL) pricing as a new and promising service pricing mechanism has emerged in health insurance in order to increase competitive advantage among insurance companies and healthy lifestyles among consumers. PAYL tariffs reward consumers health-promoting behavior with a discount on the insurance premium or a monetary or nonmonetary reward accordingly. We conducted an experimental study to investigate the impact of reward type (monetary vs. nonmonetary) and reward timing (monthly vs. yearly) on consumers' purchase intention of PAYL tariffs and health behavior intention. The results show that reward evaluation mediates the influence of reward type on consumers’ purchase intention of a PAYL tariff. We observe a higher reward evaluation for monetary compared to nonmonetary rewards. Monthly rewards lead to significantly higher health behavior intentions than yearly rewards. The higher the purchase intention of a PAYL tariff, the higher the health behavior intention.