The Pivotal Role of Fairness: Which Consumers Like Annuities?
By Suzanne B. Shu (University of California, Los Angeles - Anderson School of Management), Robert Zeithammer (University of California, Los Angeles (UCLA) - Anderson School of Management), John W. Payne (Duke University - Marketing) Life annuities can be a valuable component of the decumulation stage of wealth during retirement. While economists argue that most retirees should annuitize, actual demand in the marketplace is low. We analyze data from two studies to determine how measurable individual differences among consumers affect their...