Date of Award
Spring 2018
Degree Name
Bachelor of Science (BS)
Advisor(s)
Hooman Estelami
Abstract
This study investigates American consumers' receptivity towards Islamic insurance (Takaful), a product rooted in principles different from the dominant faith in the United States. It explores whether the religion of origin of a product impacts consumer adoption, an area not previously studied in depth. Utilizing a national sample of 371 participants, the research finds a general negative sentiment towards Takaful due to its Islamic origins. Additionally, it examines how consumers' cognitive styles, along with cultural and demographic factors, influence perceptions of Takaful among the U.S. population. The sample closely mirrors national demographics, enhancing the study's relevance to broader consumer behavior in the U.S. Results show varied purchase intentions influenced by these factors, with a comprehensive analysis based on an 18-item purchase intention scale indicating a high degree of scale reliability. This pioneering study sheds light on the complexities of consumer preferences in a multicultural marketplace, highlighting the significant role of religion in product reception.
Recommended Citation
Paton Schmidt, Alex, "The Impact of Cognitive Style and American Cultural Drivers on the Acceptance of an Islamic Insurance Product" (2018). Gabelli School of Business Honors Thesis Collection. 123.
https://research.library.fordham.edu/gabelli_thesis/123
