Abstract
Psychology and ethnic play a central role within Saudi Arabia market. Thus, this editorial argues the cultural and emotion effects on the Saudi consumption of life insurance. Even thought, the present paper intend to understand the reasons of the slowly growth of the purchase of this product and how to increase its rate in the insurance portfolio? Subsequently, this study target to confirm the significant effects of religiosity, optimism, opinion leadership, emotional regulation on Saudi behavior to subscribe in life insurance. Data was collected from two samples. The first sample, count 210 respondents, worn to purify the measurement scales of the variables studied in the exploratory phase. The second sample was administered from belonging 654 policyholders in order to confirm the measures instruments, to verify the hypotheses, validate and re-specify the model. Thus, this study bears a theoretical interest for researchers and it is useful for practitioners in this sector.