Persuasion in Islamic finance

Saad Azmat, Haiqa Ali, Kym Brown, Michael Skully

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)


This article explores the mechanisms of persuasion in Islamic finance that may have helped support the growth of this market. Our theoretical model may explain those factors which may influence a customer to select an Islamic financial product. For complex decisions where a person may not fully understand the background concepts such as with finance or Arabic terminology, product quality may be judged based on information in advertising and prior knowledge. Our model shows that Islamic bankers can use the customer’s “coarse thinking” process when advertising products. They may be a means to make products appear more religiously (Shariah) compliant. The equilibrium level of persuasive strategies proposed help reinforces the impact of persuasion for Islamic banks. JEL Classification: JEL: G21, G11, M31.

Original languageEnglish
Pages (from-to)272-286
Number of pages15
JournalAustralian Journal of Management
Issue number2
Publication statusPublished - 1 May 2020


  • Investment decisions
  • Islamic bank
  • marketing

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