According PRIAO-IRC, Behaviors of Life Insurance Consumers comprises of 11 chapters including: Chapter One: The Generals; Chapter Two: Consumer Behavior Approaches; Chapter Three: Consumer Behavior Models; Chapter Four: Intuition and Decision-Making; Chapter Five: Theories and Models of Insurance Consumer Behavior; Chapter Six: Micro and Macro Preconditions Affecting Life Insurance Consumer Behaviors; Chapter Seven: Personal and Inner States Affecting Life Insurance Purchase; Chapter Eight: Uncertainty and Trust; Chapter Nine: The Narrative and Analysis of People’s Living with Life Insurance; Chapter Ten: A Phenomenal Look at Life Insurance Consumer; Chapter Eleven: Interactive Model for Life Insurance Purchase Behavior.

Understanding the reasons and effective factors involved in life insurance purchase requires a thorough study of the consumer behavior at the personal level. It also entails modelling such behavior in order to have an effective intervention. Part of the life insurance consumer behavior can be justified by the general consumer behavior as we know it. However, due to the special and unique essence of life insurance products, developing a model of life insurance behavior of Iranian consumers deemed necessary.

Written in Persian, the book attempts to bridge the gap between theory and practice in the financial services in domestic context. The public, practitioners, policymakers, marketers, and sale networks will benefit the most from reading the book.

Those interested can purchase the book from IRC Bookstore at the address: 43, West Sarv St., SaadatAbad, Tehran, Iran - Postal Code: 19395-4499 or access IRC online shop at: https://bookstore.irc.ac.ir.