THE DEMAND FOR INDIVIDUAL INSURANCE Evidence from a Private Online Marketplace

Research output: Contribution to journalArticlepeer-review


We use a novel data set from a private online marketplace to estimate the demand for individual health insurance among a set comprising many high-income households across 18 states. Households earning more than four times the federal poverty level (FPL) are willing to pay $30 to $135 per month to increase the actuarial value of their insurance by 10 percentage points, much less than households earning less than 2.5 times FPL. Higher-income households are also less likely to forgo insurance because of a premium increase. These results are important for understanding the effect of health reform proposals targeting higher-income populations.

Original languageEnglish (US)
Pages (from-to)275-299
Number of pages25
JournalAmerican Journal of Health Economics
Issue number2
StatePublished - Mar 1 2022

Bibliographical note

Publisher Copyright:
© 2022 American Society of Health Economists.


  • Consumer demand
  • Health insurance


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