Decomposition of Subjective Norms: Addressing the Importance of Normative Influence in Purchasing Unsought Product

Abstract

This conceptual paper addresses the relevance of the determinants affecting subjective norm in influencing purchase intention of unsought product. Using the Decomposed theory of Planned Behavior as the theory bases of discussion, this article discuss the determinant of subjective norms and its decompositions in the context of purchasing unsought product. In the context of this study, unsought product refers to life insurance/Takaful. In Malaysia, life insurance significantly contributes to the growth of the Malaysian market. As the nature of the financial atmosphere grows more competitive, the role of life insurance develops more meaningfully in this industry. This study would be useful to insurance institutions to formulate strategies for sustainability of life insurance in the competitive industry.