David Aron Discusses Car Insurance Marketing

David Aron, professor of marketing, was used as a resource on WalletHub.com for an article about car insurance marketing.

"Insurance is a 'grudge purchase,' something people buy even though they don’t really want to and may have negative thoughts and feelings about the whole process. This might help us understand why insurance companies use celebrities and iconic characters like Dennis Haysbert, Allstate’s Mayhem character, Progressive’s Flo, Liberty Mutual’s Limu the Emu and Doug, and the different iterations of Jake from State Farm along with NFL stars. It’s to build a level of comfort and trust with the brand and the process and the relationship, to guide people with humor into a process that may be complicated and uncertain," Aron said.

To read the entire article, click here.