1. From the perspective of the content of insurance products, there are many and abstract clauses in insurance products, which not only involve complex issues such as the definition of protection liability, liability exemption, and disability definition, but also involve finance, actuarial science, and medicine. , law and other disciplines, for ordinary consumers, reading insurance terms is like reading a "book from heaven". Limited by their knowledge level, consumers are prone to misunderstandings about insurance contracts, and mistakenly believe that they have been deceived by insurance companies for certain insurance contracts that should not have paid compensation in the first place. To avoid this from happening, when selling policies, a salesperson with good insurance knowledge is needed to explain the insurance contract in detail. However, due to the low professional quality of some insurance salesmen, they introduce insurance products to consumers without fully understanding the terms of the insurance contract, which leads to further misunderstandings. This gave the insurance industry its first "discount" on its image.

2. What is even more serious is that some marketers deliberately deceive consumers in the process of selling insurance products. They either fail to describe necessary matters, deliberately conceal some terms that are unfavorable to policyholders, mislead consumers with incorrect concepts, and induce consumers to blindly buy without a correct understanding of the product; or they exaggerate the coverage and insurance benefits, They avoid talking about risks and losses, do not mention expense deductions, and use rhetoric to induce consumers to buy insurance; or they stalk and force policyholders to sign insurance contracts during the marketing of insurance products, and once consumers pay the first installment of premiums, they immediately "turn their backs." Recognize people." The low moral quality of some marketers has caused a second "discount" on the image of the insurance industry.

3. In fact, similar behaviors that mislead and defraud consumers exist in all walks of life. Compared with the insurance industry, some industries are even worse. However, why do people immediately think of the insurance industry when it comes to misleading, deceptive and other behaviors? One of the important reasons is that insurance compensation involves a large amount and occurs when the insured is in distress. Usually the insured who files a claim is faced with difficulties of a major or minor nature, either personal injury or death, property damage, or liability for damages. In the event of a loss, this large amount of insurance compensation is of particular significance to the insured. It has the effect of providing help in times of need, and can even affect the fate of a person, a family, or a company. Misleading and fraud have resulted in the insured not receiving the expected insurance benefits when they need help the most, and the degree of disappointment and anger that has arisen is understandable. In this case, the “bad impression” left by misleading and deceptive policies on the insured is naturally very profound. This makes the image of the insurance industry suffer a third "discount".

4. There is a famous saying in the insurance industry: "Insurance is sold, not bought." In most cases, people will not take the initiative to buy non-physical products such as insurance from insurance companies. Instead, insurance marketers need to deliver insurance products to consumers through various channels. In other words, the insurance needs of most consumers are guided. Based on the promise of insurance products, once a consumer purchases insurance, it shows that he or she trusts the marketer. After that, in the process of paying premiums multiple times, this sense of trust is further enhanced and the emotion is further heated. However, when a trusted "old acquaintance" refuses his claim for compensation, even if the refusal is correct and reasonable, the policy holder and the insured will feel deceived. If you recall the situation when the other party came to your door and begged you to apply for insurance, the feeling of "being deceived" will be even stronger for the policy holder and the insured. This has caused the fourth "discount" on the image of the insurance industry.

5. Once an insurance dispute occurs, the insured is undoubtedly a weakling compared with the large numbers of people, well-organized insurance companies and experienced marketing personnel. Under the influence of the "weak person effect", no matter which party takes the lead, people will intuitively think that the insurance company is bullying the weak. Behind the "weak person effect" is the public's consideration of their own interests, because anyone may become a weak person in a specific situation. As a tool for effectively managing personal and property risks, the importance of insurance is increasingly recognized by people. In the future, everyone may purchase insurance and become an insured or insured. The vast number of potential policyholders and insured persons must evaluate and criticize the behavior of insurance companies from the perspective of vulnerable groups, and hope that this will serve the purpose of prompting insurance companies and marketers to improve services and improve product quality, thus leading to public opinion. The "one-sided" result has caused the fifth "discount" on the image of the insurance industry.

Of course, from the fact that the insurance industry was included in the top ten industries with poor integrity, we can also interpret this message: the insurance industry is an industry closely connected with social life. It is precisely because of its close connection with social life that the public will pay attention to it. Just imagine, in an industry that is not valued by society, will anyone still pay attention to whether its image is good or bad? We believe that with the popularization of insurance knowledge, the improvement of the insurance salesperson management system, and as insurance companies increasingly assume social responsibilities, the image of the insurance industry will be significantly improved.