Health insurance shoppers are terrible at choosing cost-effective plans

When given four options, the consumers chose the most cost-effective plan only 42 percent of the time. When given eight options, the success rate plummeted to 21 percent—a rate indistinguishable from random assignments.

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The researchers then repeated the study, but this time with added “cost calculators” on the mock website aimed at helping consumers. Even then, shoppers picked the most cost-effective option only 47 percent of the time, typically choosing plans that would cost them an extra $364.

In a final iteration, researchers offered the shopping choices to M.B.A. students enrolled in a consumer finance class. In this pool—where more than half of the subjects came from consulting or financial-services related fields—consumers made the most cost-effective choice 73 percent of the time, and the average mistake dropped to $126.

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