CHA News Article

Report Tracks Consumer Attitudes Toward ACA, Covered California

The independent research organization NORC at the University of Chicago has released a Consumer Tracking Study that describes the reasons for Covered California’s open enrollment success and suggests approaches for maximizing enrollment in the future. The study also assesses change over time, using a baseline survey that was conducted prior to the launch of the 2014 open enrollment period. The current study was conducted from Jan. 17 – Feb. 27 and is based on 1,989 telephone interviews offered in each respondent’s preferred language.

The study’s specific objectives were to assess:

  • Trends in consumer awareness of the Affordable Care Act and attitudes toward it;
  • Trends in Covered California awareness, knowledge about what it offers and social norms related to the purchase of insurance;
  • Covered California plan purchasers’ motivations and experiences;
  • Non-purchasers’ information seeking and related experiences;
  • Purchase intent and related motivations among non-purchasers;
  • Advertising recall and the extent of exposure to non-advertising elements of the marketing/outreach campaign;
  • The relationship between exposure to the campaign and critical intended outcomes; and
  • Differences in the above based on race/ethnicity, age and other important demographic characteristics.