Behavioral economics research on this?

In the context of discussing a pricing model today, a sales person told me that insureds are likely to switch carriers and pay a higher rate in response to having their current rate increased by x%. In other words, thry are currently with carrier A which gives them the lowest rate in the market. Carrier A raises their rate at renewal by x%. In response, the insured will goto carrier B and choose to pay (x+5)% instead...'on principle', because they are angry at carrier A for raising their rate. I said this is irrational, unlikely, unfounded, etc. But then I thought maybe there is some behavioral research supporting the sales person's theory. Or against the theory.



I've looked but hard to get the right search terms. Is anyone aware of any research on this question, in an insurance context or otherwise?

Behavioral economics research on this?