It’s no secret that more than 80 percent of Americans believe life insurance is valuable, yet more than half of U.S. households are underinsured. This has long posed a unique sales challenge to the industry: how to sell to people who know the product is good for them and yet still are not compelled to buy it? In the latest installment of its blog series, LIMRA looks at how people make financial decisions, and more importantly, how people make their financial decisions based on emotion more than cognition. Case in point: why have sales of those cheap life insurance policies sold in airports dwindled to nothing? It’s not because the value of the policies decreased. It’s because people’s fear of flying has.

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