ABSTRACT
In our contemporary age, knowing who to invest our trust in and how trusting relationships develop is a complicated matter. Early sociologists have encouraged us to consider this state of reflexivity as one where individuals are constantly reflecting on the relationships they have through cognitive frames. Recent theoretical and empirical work has suggested that emotions are also an important factor in this process. In this chapter, how people understand insurance and how they interpret different facets of the insurance sector is understood as not simply logical, but emotional. Using the concept of emotional reflexivity, the question of how emotions underpin relations between the consumer and the insurance sector is explored. It is argued that emotions drive mistrust and potentially cause some to underinsure their property.
