Skeptical Buyers and Their Price Sensitivity in buying Optional Insurance

The purpose of this study is to evaluate the effect of buyers' skepticism such as skepticism about social responsibility, resilience to negative information, equity, and word of mouth advertising on buyers' price sensitivity. A Sample of 411 people using cluster sampling from real clients of Razi insurance of west of Mazandaran province was selected by questionnaire  that was adopted of two surveys Skarmeas and Leonidou (2013) and Iran et al (2011) and hypotheses were tested by means of structural equation model. Skepticism to social responsibility would effect on the level of price sensitivity while the hygiene factors are not observed in the organization but as long as the organization is in compliance will have little effect. While resilience to negative information, as well as fairness and word of mouth advertising has a positive impact on price sensitivity. Limitations exist since very little research has been done in the field of skepticism and its effects on the price sensitivity in the field of marketing. Such a plan is suggested to conduct to generalize more in the other insurance firms. According to the findings, branches should find staffs that have acceptable expertise. It means that they have features include: Sufficient awareness of the relevant insurance services, the speed of doing things, provide better services, identify customer needs, performance, etc.  Skepticism in the area of marketing services has not been evaluated in Iran.