Dynamics of Muslim consumers’ behavior toward Halal products: Exploration study using fMRI technology

摘要: Purpose Since Islamic markets are growing substantially, there is an urgent need to gain a better understanding of how Muslim consumers perceive products from religious perspective. The purpose this paper investigate the brain responses Halal and non-Halal using functional magnetic resonance imaging (fMRI) technology. Design/methodology/approach The research model simplified version theory planned behavior. initial experiment began by asking participants divide set images into two groups: products. fMRI uses blocked design approach capture activities resulting presenting groups participants, record strength their attitudes toward purchasing products. Findings Across all level activation in ventromedial prefrontal cortex increased significantly when were presented them. same results emerged showed raw cooked meat. variations may be due high emotional sensitivity products. Research limitations/implications This study unique monitor activity confirm that specific market segments respond differently based on internal beliefs. Findings provide evidence marketing managers targeting should consider ways reflect principles, order higher acceptance segment. Originality/value Although literature reports considerable consumers’ behavior, most previous studies utilize conventional data collection approaches target broad traditional This first track reactions consumer segment types