Abstract:

This paper aims to investigate the demand for life insurance in Malaysia. 8 variables (financial literacy, saving motives, religiosity, socio demographic, risk aversion, intermediaries, and persuasion) has been identified to ascertain the factors that influence the demand for life insurance in Malaysia. To test for the presence of mediation effect of persuasion in mediating the relationship of the theorize variables on the demand for life insurance, the Elaboration Likelihood Model (ELM) will be employed.