TY  - JOUR
AB  - Purpose Halal markets are rapidly growing in terms of market size and global coverage; therefore, there is a critical demand to have a deeper understanding of the consumption behavior of Muslim consumers. This study aims to explore the influence of using the Halal logo on Muslim consumers’ attitudes toward food products using the neuroscience technology of functional magnetic resonance imaging (fMRI).Design/methodology/approach The theory of planned behavior represents the foundation of this research, where consumer attitudes during an fMRI experiment were evaluated based on two different groups of images: images of just the Halal logo and images of meat labeled with the Halal logo. The study used the blocked design approach to track brain responses produced from displaying the two groups of images to study participants, where brain activity represents participants’ attitudes toward selecting the products.Findings There were no significant variations in brain activity when participants viewed Halal and non-Halal logos; in contrast, there were significant brain changes in the ventromedial prefrontal cortex region when meat images were labeled with Halal and non-Halal logos. This suggests that the Halal logo only has an influence on perception when it co-occurs with a product.Research limitations/implications Tracking Muslim consumption patterns is important for managers to be able to establish strategies to target Muslim consumers. This study uses a unique technique to study the behavioral attitude of a rapidly growing market segment, which can help marketing managers tailor their advertisement strategies to be more effective.Originality/value Previous research on the consumption of Halal products uses conventional approaches to study the influence of the Halal logo; however, to the best of the authors’ knowledge, this study is the first to explore the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology.
VL  - 12
IS  - 6
SN  - 1759-0833
DO  - 10.1108/JIMA-01-2020-0026
UR  - https://doi.org/10.1108/JIMA-01-2020-0026
AU  - Al-Kwifi Osama Sam
AU  - Gelaidan Hamid Mahmood Hamid
AU  - Fetais Abdulla Hamad M. A.
PY  - 2020
Y1  - 2020/01/01
TI  - Identifying the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology
T2  - Journal of Islamic Marketing
PB  - Emerald Publishing Limited
SP  - 1159
EP  - 1179
Y2  - 2024/04/19
ER  -