现阶段,尽管储蓄型寿险普遍存在实际利率过低的缺陷,但是保险公司利用巧妙的宣传手法,成功诱导消费者对自己保险合同的收益和风险进行了错误的认识,使得消费者愿意自掏腰包买单。最终,消费者获得了主观的效用满足,而保险公司获得了实在的财务收益。因此,本文从行为金融学的角度出发,试图对当前储蓄型寿险当中的宣传原理进行解释和分析。 At this stage, despite the shortcomings of the actual interest rate in life insurance, insurance companies use smart propaganda to successfully induce consumers to make false understandings about the benefits and risks of their insurance contracts, making consumers willing to pay for themselves . Ultimately, consumers receive subjective utility satisfaction, while insurers receive real financial benefits. Therefore, from the perspective of behavioral finance, this paper attempts to explain and analyze the propaganda principle in the current life insurance.