中文摘要：

保险产品创新过程中出现了许多异类产品,其在促进保险业发展的同时,负面影响也逐渐显现。基于认知偏差理论,构建决策函数模型对该类保险产品创新的影响进行分阶段解析。结果发现,从中长期来看,异类保险产品会动摇保险产品的本质职能,并使得保险在消费者心中形象受损。借助调查所得数据对此进行检验,表明普通大众存在比较明显的认知偏差,对异类保险产品的印象容易产生扭曲。因此保险公司在异类产品的创新上应持审慎的态度。同时,监管部门应该加强监管,对异类保险产品的创新予以正确引导。

英文摘要：

In recent years,insurance companies have been creating unconventional insurance products. Although these unconventional insurance products are beneficial to the development of the insurance companies in the short term,they have a negative impact on the entire insurance industry in the medium and long term. Based on the theory of biased beliefs,the paper constructs a model of decision-making function to analyze the impacts of these insurance products of different phases. It is found that these unconventional insurance products weaken the essential functions of insurance products and make the consumers misunderstand these products. Then,on the basis of questionnaire survey and the data analysis,it is shown that the masses have evident biased beliefs and are easy to have distorted impression on the unconventional product. Therefore,it is necessary for insurance companies to take serious attitude toward creative products. At the same time,supervision departments are responsible for strengthening supervision and providing appropriate guidance for insurance companies.