Does media-based health risk communication affect commercial health insurance demand? Evidence from China

Abstract

In recent years, the mass media (such as TV shows and movies) plays an important role in communication with the general public. In this paper, we investigate the impact of a recent movie from China, ‘Dying to Survive’, on the demand for commercial health insurance. To explore this impact, a fixed-effect model and instrumental variable estimation are utilized, and the causal effect of movie-based health risk communication on commercial health insurance demand is studied. The result shows that the cumulative box office value of a movie has a significantly positive impact on the income from commercial health insurance premium, with a one- or two-day lag. This movie has encouraged viewers to purchase short-term commercial health insurance rather than long-term insurance. In addition, the heterogeneity of the impact exists for movie arrangement rate, average family size, urbanization rate, medical resource level, and per capita disposable income. The results show that sufficient health risk communication can improve the social ‘visibility’ of health risk.