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25.08 - 7 - Gauging the Impact of Brand on Life Insurance Product Choice

Author

Mary Lesch, Ph.D.
Research Methodology Director, Research Quality & Performance
LIMRA and LOMA

Figure 1. Preference for Preferred Versus Standard Pricing by Consumer Star-Rating

Base: All consumers.

Source: Insights on the Consumer Decision-Making Process for Life Insurance: Leveraging Tradeoffs to Increase Value, LIMRA, 2025.

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