Beyond the Disciplinary Boundaries of Superannuation Choice: A Consumer Behaviour Perspective

Abstract

The debate over the introduction of “superannuation choice” in Australia has resided within two opposing economic theories – free market theory and public interest theory. However, consumer behaviour theory has been overlooked in the argument, and given that consumer choice is the focal issue being debated, this is a significant oversight. This paper addresses this oversight by empirically examining constructs such as consumer involvement, subjective and objective knowledge, consideration of future consequences, age and education in the context of superannuation. The findings have significant implications for future marketing in this area.