Based on the China Family Panel Studies data, this paper empirically studies the influence of householders’ personality traits on household insurance exclusion and its transmission mechanism role played by household income. The empirical test results show that the “Actions” (one of the fourteen factors subdivided from the Big Five personality traits) of a householder, “trust sense” under conformance dimension and “sentimentality” under nervous disposition dimension have a significantly negative impact on the household insurance exclusion, and family income plays a significantly mediating role. And the factor of “Gregarious” exerts significantly positive effect on household insurance exclusion. These results may have importantly theoretical and practical significance for understanding and eliminating the household insurance exclusion in China.