When Web sites were developed that provided consumers with insurance quotes from multiple carriers, it essentially opened a Pandora's box of choice, proving to be particularly useful to individuals who didn't put much stock into brand loyalty.On the other end of the spectrum, online consumers with a propensity for brand consciousness would visit the Web sites of two or three of the top carriers to obtain a quote.

As more consumers become exposed to the Internet, the brand loyalists are in the gun sights of the Internet marketplace sites that smell an opportunity. A faction of these consumers-with a little push-could conceivably migrate to an aggregator site if they're convinced they can receive price, selection and a high level of customer service from these providers, industry observers believe.

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