This study investigates some antecedents that impact individuals to have a positive attitude towards insurance, as well as one of its consequences, based on the critique of the normative theories about decision making under risk (Kahneman & Tversky, 1979; 1984; Thaler, 1980; Grapentine & Weaver, 2009). By a model of structural equations estimated by partial least squares, constructed from an empirical study with a sample of 215 participants, it was possible to verify that a positive attitude with respect to insurance can be given by means of different heuristic processes and by cognitive biases, such as: (i) the confidence (in honesty) of the insurance industry; (ii) the perception of risk for the good; and (iii) personal concern for finances; and this attitude toward insurance helps to explain willingness to pay for insurance, but that explanation becomes more relevant in cases where individuals own a car or house. This work also generates insights for the insurance industry and new studies on this topic.