دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 16 3 2026 09 23 Presenting a Comprehensive Marketing Model for Halal Food Products for Non-Muslim Consumers in Canada ارائۀ مدل جامع بازاریابی محصولات غذایی حلال برای مصرف‌کنندگان غیرمسلمان در کانادا 1 28 30379 10.22108/nmrj.2026.148194.3302 FA امیرعلی رهنما دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده علوم اقتصاد و اداری، دانشگاه مازنداران، بابلسر، ایران ابوالحسن حسینی استاد گروه مدیریت بازرگانی، دانشکده علوم اقتصاد و اداری، دانشگاه مازنداران، بابلسر، ایران محسن علیزاده ثانی دانشیار گروه مدیریت بازرگانی، دانشکده علوم اقتصاد و اداری، دانشگاه مازنداران، بابلسر، ایران میثم شیرخدایی دانشیار گروه مدیریت بازرگانی، دانشکده علوم اقتصاد و اداری، دانشگاه مازنداران، بابلسر، ایران Journal Article 2026 02 01 In recent years, halal products have emerged as a growing segment in the global market, attracting increasing attention even in non-Muslim countries. Canada, with its cultural diversity and expanding Muslim population, is recognized as a promising market for these products. However, the effective marketing of halal products to non-Muslim consumers remains both theoretically and practically challenging. This study aimed to develop a comprehensive model for marketing halal food products in Canada, with a specific focus on non-Muslim consumers. The research employed a qualitative methodology based on grounded theory (Strauss & Corbin, 1998). Data were collected through semi-structured interviews with 11 managers of major retail chains in Canada. Participants were selected by using purposive sampling and interviews continued until theoretical saturation was achieved. During data analysis, 113 open codes were extracted and consolidated into 20 axial categories through axial coding. The findings were presented as a paradigm model encompassing causal conditions, contextual conditions, intervening conditions, central phenomenon, strategies, and consequences. The results indicated that factors, such as brand trust, product quality and taste, consumer awareness, the role of halal certifications, and accessibility in mainstream stores, were key elements influencing non-Muslim consumers' purchase intentions. The proposed model offered both a theoretical and practical framework to guide companies operating in the halal food industry. By adopting effective marketing strategies, these businesses can increase their market share while enhancing the trust and satisfaction of non-Muslim consumers in Canada. Introduction Over the past decades, the halal food market has experienced substantial growth, reaching an estimated global value of USD 1.43 trillion in 2023, with projections indicating continued expansion in the coming years. Although religious compliance remains the primary motivation for Muslim consumers, a growing body of literature suggests that non-Muslim consumers increasingly perceive halal products as healthier, safer, and more ethically produced alternatives. In multicultural societies like Canada—where over 22% of the population consists of immigrants and cultural diversity is deeply institutionalized—halal products are progressively being integrated into mainstream food consumption patterns. However, existing research on halal marketing has predominantly focused on Muslim consumers or on Asian and Muslim-majority contexts. Limited attention has been paid to how non-Muslim consumers in Western, multicultural markets perceive, evaluate, and adopt halal food products. Moreover, most prior studies rely on quantitative approaches and predefined theoretical frameworks, which may not fully capture the complexity of consumer perceptions and market dynamics in such contexts. This study addressed these gaps by employing a qualitative, inductive approach to explore how halal food products could be effectively marketed to non-Muslim consumers in Canada and by proposing an integrated marketing model grounded in empirical data. Materials & Methods This research adopted a qualitative methodology based on the grounded theory approach proposed by Strauss and Corbin (1998). Data were collected through semi-structured, in-depth interviews with 11 senior managers and supervisors from major Canadian retail chains, including Costco, Walmart, Safeway, FreshCo, and Real Canadian Superstore. Participants were selected by using purposive sampling due to their direct involvement in product assortment, marketing, and consumer interaction related to halal food products. Interviews were conducted between December 2024 and February 2025, with an average duration of approximately 50 minutes. All interviews were recorded with participants' consent and subsequently transcribed verbatim. Data collection continued until theoretical saturation was achieved. To ensure credibility and trustworthiness, multiple validation strategies were employed, including member checking, peer debriefing, and the code–recode strategy. Additionally, three interview transcripts were independently coded by an external researcher and inter-coder agreement was established. Data analysis followed the 3-stage coding process of grounded theory: open coding, axial coding, and selective coding. In the open coding stage, 113 initial codes were identified. These codes were subsequently refined and aggregated into 20 subcategories during axial coding. Finally, through selective coding, these categories were integrated into a paradigmatic model consisting of causal conditions, contextual conditions, intervening conditions, action/interaction strategies, and consequences. Research Findings The findings revealed that the formation of purchase intention toward halal food products among non-Muslim consumers in Canada was a multifaceted and dynamic process shaped by the interaction of several key factors. At the core of the proposed model lay the central phenomenon of "purchase intention and normalization of halal food consumption". Unlike Muslim consumers whose purchasing decisions were primarily driven by religious obligation, non-Muslim consumers approached halal products through a pragmatic and value-oriented lens. The study identified product availability, trust, perceived quality and taste, and consumer awareness as the primary causal conditions influencing purchase intention. One of the most significant findings concerned the role of availability and distribution through mainstream retailers. The presence of halal food products in large, well-known retail chains, such as Costco and Walmart, not only reduced search costs, but also served as a powerful social signal that normalized halal products as part of everyday consumption. In the Canadian context, such visibility contributed to the deconstruction of halal food as a niche or exclusively religious category. Trust in halal brands emerged as another critical driver of purchase intention. For non-Muslim consumers, trust was rooted not in religious legitimacy, but in perceptions of food safety, ethical sourcing, transparency, and regulatory oversight. Halal certification logos and credible labeling functioned as trust signals, particularly at the point of purchase, by reducing perceived risk and uncertainty. The study also highlighted the central role of perceived quality and taste. Participants consistently emphasized that positive sensory experiences were essential for repeat purchases. Even when trust and availability were present, poor taste or inconsistent quality could undermine long-term acceptance. This finding underscored the importance of positioning halal products not merely as compliant or ethical, but as competitive in terms of core product attributes. Contextual and Intervening Conditions Consumer knowledge and awareness constituted key contextual conditions shaping attitudes toward halal food products. The findings suggested that non-Muslim consumers, who understood halal as a system emphasizing hygiene, traceability, and ethical treatment of animals, were more likely to develop positive attitudes and purchase intentions. Conversely, limited knowledge and misconceptions—such as associating halal solely with religious identity or with animal cruelty—acted as significant barriers. Several intervening conditions were identified, including ethical concerns regarding animal welfare, price sensitivity, and sociopolitical interpretations of the term "halal". Although many non-Muslim consumers valued ethical production, concerns about animal welfare during halal slaughter could inhibit acceptance if not adequately addressed through transparent communication. Price sensitivity also played a moderating role as halal products were expected to remain competitively priced relative to conventional alternatives. Marketing Strategies and Action Mechanisms The proposed model emphasized a set of integrated marketing strategies designed to bridge the gap between intention and actual purchase behavior. These strategies were centered on the marketing mix (4Ps) and enhanced by communication, education, and digital engagement. Key strategies included: Competitive and transparent pricing to address price sensitivity Strategic placement and distribution in high-traffic areas of mainstream retail stores Clear, informative, and minimalist packaging featuring credible halal certification logos Educational initiatives—such as in-store signage, trained staff, and brief explanatory labels—to reduce misconceptions Experiential marketing, including product sampling and demonstrations, to lower psychological barriers Digital and social media engagement, leveraging influencers, customer reviews, and storytelling to strengthen electronic word-of-mouth (eWOM) Training retail staff to respond effectively to consumer questions about halal products was identified as a particularly impactful yet often overlooked strategy. Discussion of Results & Conclusion Successful implementation of the mentioned strategies leads to multi-level outcomes. At the economic level, increased trust and normalized consumption contribute to market expansion, greater supplier investment, and long-term growth of the halal food sector among non-Muslim consumers. At the behavioral level, repeated exposure and positive experiences foster habitual purchasing, brand loyalty, and redefinition of halal products as standard, high-quality food options rather than religiously marked goods. At the social and institutional level, broader acceptance of halal products supports multicultural integration and reduces cultural distance although the study also acknowledged the potential for politicized interpretations of halal in certain contexts. This study contributes to the halal marketing literature by offering a comprehensive, grounded theory-based model that explains how halal food products can be effectively marketed to non-Muslim consumers in a Western, multicultural context. By moving beyond religion-centric explanations and emphasizing quality, trust, transparency, and normalization, the proposed model provides both theoretical insight and practical guidance for marketers, retailers, and policymakers. Ultimately, the findings suggest that halal products can transcend their religious origins and become an integral part of mainstream food consumption when aligned with universal consumer values. محصولات حلال در سال‌های اخیر به‌عنوان بخشی نوظهور در بازار جهانی، توجه فزاینده‌ای را در کشورهای غیرمسلمان به خود جلب کرده‌ است. کانادا، با تنوع فرهنگی و جمعیت مسلمان رو‌به‌رشد، بازاری بالقوه برای این محصولات به شمار می‌رود؛ بااین‌حال، بازاریابی مؤثر این محصولات برای مصرف‌کنندگان غیرمسلمان همچنان با چالش‌های نظری و عملی بی‌شماری مواجه است؛ لذا هدف این پژوهش ارائۀ مدلی جامع برای بازاریابی محصولات غذایی حلال در کانادا با تمرکز بر مصرف‌کنندگان غیرمسلمان بود. روش تحقیق حاضر کیفی و مبتنی‌بر نظریه داده‌بنیاد (Strauss & Corbin, 1998) بود. داده‌ها ازطریق مصاحبه‌های نیمه‌ساختاریافته با ۱۱ نفر از مدیران فروشگاه‌های بزرگ کانادا جمع‌آوری شدند. انتخاب این افراد با استفاده از روش نمونه‌گیری هدفمند و تا رسیدن به اشباع نظری صورت گرفت. در فرایند تحلیل داده‌ها، 113 کد باز استخراج و در مرحلۀ کدگذاری محوری در قالب 20 مقولۀ محوری تجمیع شد. یافته‌ها در قالب یک مدل پارادایمی ارائه شد که شامل شرایط علّی، شرایط زمینه‌ای، شرایط مداخله‌گر، پدیدۀ‌ محوری، راهبردها و نیز پیامدها است. نتایج این تحقیق نشان داد که عواملی چون اعتماد به برند، کیفیت و طعم، آگاهی مشتریان، نقش گواهی‌نامه‌ها یا نشان‌های حلال و دسترسی در فروشگاه‌های بزرگ، از عناصر کلیدی در شکل‌گیری قصد خرید غیرمسلمانان از محصولات حلال محسوب می‌شوند. مدل پیشنهادی می‌تواند به‌عنوان چارچوبی نظری و کاربردی، راهنمایی برای شرکت‌های فعال در صنعت غذایی حلال باشد تا با بهره‌گیری از راهبرد‌‌های بازاریابی مؤثر، سهم بازار خود را توسعه داده و اعتماد و رضایت مصرف‌کنندگان غیرمسلمان را در کانادا تقویت کنند.

https://nmrj.ui.ac.ir/article_30379_6a45b32237cbc792212e115697ccebea.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 16 3 2026 09 23 Customer Fear of Missing Out (FoMO) Model: A Meta-Analysis of Antecedents and Consequences مدل ترس از در حاشیه ماندن (FoMO) مشتری: فراتحلیلی از پیشایندها و پیامدها 29 54 30450 10.22108/nmrj.2026.146874.3280 FA زهره دهدشتی شاهرخ استاد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران وحید ناصحی فر استاد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران محمدصالح ترکستانی دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران محمدحسن شادبه دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران Journal Article 2025 12 09 Fear of Missing Out (FoMO) is a relatively recent concept in marketing, having previously been studied primarily in cognitive science and psychology, where it is often framed as a negative phenomenon requiring intervention. In recent years, as FoMO has gained traction in management and marketing literature, scholars have recognized its potential to positively influence consumer behavior, creating opportunities for mutually beneficial outcomes for both organizations and consumers. This study aimed to identify and formulate a model of FoMO, including its antecedents and consequences, using a meta-analytic approach. In the first stage, 920 articles from reputable scientific databases, including Scopus, Elsevier, and Sage, were identified. Through a judgmental screening process, 25 articles focusing on FoMO and consumer behavior were selected. This research employed a qualitative methodology; however, given that the selected articles were quantitative in nature, a meta-analysis was conducted to derive the FoMO model, along with its antecedents and consequences. The findings indicated that FoMO was a key variable influencing the consumer decision-making process. Personal traits and tendencies, along with pre-purchase psychological factors, were identified as independent variables, whereas purchasing and consumption behaviors, post-purchase psychological factors, and social media-related behaviors emerged as dependent variables. Finally, a consumer behavior–oriented FoMO model grounded in meta-analysis was presented. Introduction Consumer behavior is profoundly shaped by cultural context, rendering the purchasing patterns of Iranian buyers distinct from those observed in other markets. One concept that has gained traction in this regard is the Fear of Missing Out (FoMO)—defined as the anxiety associated with being excluded from rewarding experiences that others might enjoy. FoMO is a culturally and psychologically rooted phenomenon. Although initially examined within psychology as a negative behavioral trait, the rise of social media and online shopping has shifted its relevance toward the marketing domain. Recent research has shown that FoMO can positively drive consumer engagement, stimulate impulsive buying, and enhance the financial performance of companies. In industries like fashion, food and beverage, luxury goods, and real estate, marketers increasingly employ FoMO-based strategies to create urgency and boost customer participation. Despite its growing importance, existing research has largely explored FoMO in fields, such as psychology, information systems, and digital currency, leaving its behavioral marketing model relatively underdeveloped. The central problem addressed in this study was the absence of a conceptual model that explained the antecedents and consequences of FoMO in consumer behavior. To address this gap, the current research aimed to identify and structure the variables influencing FoMO and its effects by using a quantitative meta-analytic approach. The study covered all relevant research published between 2016 and 2025 across major academic databases. The findings were expected to assist organizations in developing strategies to attract new consumers, retain existing ones, and design effective marketing campaigns—particularly those that activated FoMO through time-limited offers, exclusivity appeals, and limited-edition products. Materials & Methods This study was exploratory in purpose, developmental in outcome, and quantitative in nature. Its primary objective was to identify and analyze prior quantitative research in order to construct a meta-analytic model of Fear of Missing Out (FoMO) within the context of consumer behavior. A systematic literature review was conducted to identify the antecedents and consequences of FoMO and evaluate its impact on consumers’ purchasing behavior. Given that most previous studies in this domain were quantitative, the meta-analysis method was adopted. The screening and selection of articles followed the PRISMA framework with clearly defined inclusion and exclusion criteria. From an initial pool of 920 studies identified from both international databases (Emerald, Elsevier, Scopus, Taylor & Francis, Web of Science, Wiley, Sage) and domestic sources (MagIran, Irandoc, SID, NoorMags, Humanistic), a total of 25 quantitative studies in marketing and consumer behavior were included in the meta-analysis. Statistical data were extracted and converted into standardized effect sizes computed by using Python libraries like Pandas. Each hypothesis was analyzed under a fixed-effects model to determine its magnitude and significance based on Cohen’s *d*. After excluding variables reported in fewer than 3 studies, 5 valid hypotheses remained. Publication bias was assessed by using funnel plots, which confirmed the symmetry and validity of the included data. The results revealed strong effects for psychological and personality factors (H1, H4) and moderate effects for post-purchase and social media–related behaviors (H5–H7). Collectively, this meta-analysis establishes a robust and empirically validated conceptual framework for understanding the role of FoMO in consumer decision-making. Research Findings Following the systematic review and meta-analysis, a total of 25 quantitative studies related to consumer FoMO were identified and analyzed. The findings revealed that personality traits and tendencies, along with pre-purchase psychological factors, served as the two main antecedents of consumer FoMO. In contrast, purchase and consumption behaviors, post-purchase psychological factors, and social media–related behaviors emerged as its principal outcomes. The combined effect sizes calculated using Cohen's *d* ranged from 0.30 to 0.74, indicating moderate to strong relationships among the variables associated with FoMO. The largest effect sizes were observed for pre-purchase psychological factors (*d* = 0.74) and personality characteristics and tendencies (*d* = 0.55), confirming the significant role of internal dispositional factors in shaping FoMO-driven consumer behavior. Furthermore, the effects of FoMO on purchase and consumption behavior (*d* = 0.38), post-purchase psychological factors (*d* = 0.30), and social media–related behavior (*d* = 0.31) were validated, underscoring its importance in consumer decision-making and marketing dynamics. All five retained hypotheses (H1, H4, H5, H6, and H7) were supported, demonstrating that the final conceptual model exhibited stability and logical directionality across the analyzed empirical data. Discussion of Results & Conclusion The findings of this study revealed that, in the digital era, FoMO has evolved from a purely psychological phenomenon into a strategic marketing instrument that significantly shapes consumer behavior (Tresna, 2025). Through a systematic review and meta-analysis, this research developed a comprehensive model that connected the psychological and behavioral dimensions of consumer FoMO. The meta-analytic results confirmed that personality traits and tendencies, along with pre-purchase psychological factors, constituted the dominant antecedents of FoMO, exerting strong effects on its formation. Conversely, FoMO itself drove purchase and consumption behaviors, post-purchase psychological responses, and social media–related actions, confirming its dual psychological and behavioral nature. The supported hypotheses substantiated the theoretical framework, showing that FoMO not only triggered immediate buying impulses, but also influenced long-term consumer engagement. In today’s digital marketplace, FoMO acts as a psychological catalyst for urgency, scarcity perception, and social validation—elements that enhance interaction, conversion, and brand loyalty (Bui et al., 2022; Deliana et al., 2024). This transformation signifies a major shift: FoMO has transcended its origins as a psychological observation to become a strategic imperative for modern business competitiveness. Consequently, the final model demonstrated that integrating FoMO-based insights into digital marketing strategies enables brands to more effectively stimulate consumer decision-making. FoMO now represents a critical intersection between psychological stimuli and behavioral marketing, positioning it as one of the most dynamic drivers of innovation and consumer response in contemporary markets. ترس از در حاشیه ماندن (FoMO) از مفاهیم جدید در بازاریابی است که تا پیش‌از این، بیشتر در حوزه‌های علوم شناختی و روان‌شناسی بررسی و تحلیل شده است. در این علوم به «فومو» معمولاً از دید پدیده‌ای مذموم و نیاز به اصلاح پرداخته شده است. در سال‌های اخیر که پدیدۀ فومو وارد مباحث مدیریت و بازاریابی شده است، اندیشمندان این حوزه متوجه توانایی این پدیده در اثرگذاری مثبت آن در رفتار مصرف‌کنندگان شده‌اند. این رفتار مثبت، ظرفیت ایجاد بهره‌گیری دوطرفۀ سازمان و مصرف‌کننده را دارد. هدف این پژوهش این است که با استفاده از روش فراتحلیل، مدل ترس از در حاشیه ماندن، پیشایندها و پیامدهای آن شناسایی و تدوین شود. در نخستین مرحله، 920 پژوهش از تمامی پایگاه‌های علمی معتبر (اسکوپوس، الزویر، سیج) استخراج و پس‌از غربالگری، 25 پژوهش مرتبط با حوزۀ فومو و رفتار مصرف‌کننده به روش قضاوتی انتخاب شدند. این پژوهش ازطریق روش تحقیق کیفی صورت گرفته است. با توجه به اینکه پژوهش‌ها کمّی بودند، با استفاده از روش فراتحلیل، مدل ترس از در حاشیه ماندن مشتری و نیز پیشایندها و پیامدهای آن استخراج شد. یافته‌ها نشان داد که فومو از متغیرهای تأثیرگذار در فرایند تصمیم‌گیری مصرف‌کننده است و متغیرهای ویژگی‌ها، تمایلات شخصی و عوامل روان‌شناختی قبل‌از خرید به‌عنوان متغیرهای مستقل و متغیرهای رفتارهای خرید و مصرف، عوامل روان‌شناختی پس‌از خرید و رفتارهای رفتارها در بستر شبکه‌های اجتماعی به‌عنوان متغیرهای وابسته شناسایی شدند. در آخر نیز مدل فومو از منظر رفتار مصرف‌کننده مبتنی‌بر روش فراتحلیل، ارائه شد.

https://nmrj.ui.ac.ir/article_30450_d18586531568a5bb8c16df2d2ffd8099.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 16 3 2026 09 23 Explaining the Effect of Perceived Organizational Innovations on Customer Experience through the Mediating Role of Perceived Value (Case Study: Digikala Online Retailing) تبیین تأثیر ادراک از نوآوری‌های سازمانی بر تجربۀ مشتری با میانجی‌گری ارزش درک‌شده (مورد مطالعه: خرده‌فروشی برخط دیجی‌کالا) 55 78 30610 10.22108/nmrj.2026.147674.3277 FA محمدرضا حمیدی زاده استاد گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران 0000-0002-7325-0516 شهریار عزیزی دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران حسام‌الدین نعمتی دانشجوی دکترای تخصصی گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران الهام منافی گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران. Journal Article 2025 12 03 Despite the growing emphasis on the role of innovation in competitive environments, the mechanism through which organizational innovation influences the multifaceted dimensions of customer experience via value-creation processes in online retail remains theoretically and empirically ambiguous. Aiming to theoretically expand this link, the present study investigated the impact of customers' perception of organizational innovation on customer experience with a particular focus on the mediating role of perceived value within the Digikala platform. This research was applied in nature and employed a descriptive-survey design. Data were collected by using a standard questionnaire from a sample of 445 Digikala customers in Tehran selected through convenience sampling. Data analysis was conducted by using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3 software. The model evaluation results indicated a satisfactory goodness-of-fit (GOF=0.588) and high explanatory power with the coefficient of determination (R²) recorded at 0.385 for perceived value and 0.612 for customer experience. The quantitative findings of the hypothesis testing demonstrated that organizational innovation had a direct, positive, and significant impact on perceived value (β=0.621, t=16.996) and customer experience (β=0.410, t=8.224). Furthermore, the effect of perceived value on customer experience was confirmed (β=0.459, t=7.947). Finally, the significant partial mediating role of perceived value in the relationship between organizational innovation and customer experience was validated (β=0.285, t=7.157). By contributing to the literature on online consumer behavior, these findings indicated that organizational innovation was not merely a structural-environmental variable; rather, by enhancing value perception, it acted as a powerful catalyst in shaping a holistic customer experience. Introduction In a complex, dynamic, and uncertain economic and commercial environment, the retail industry is undergoing a fundamental transformation driven by digital developments, intense advertising competition, an increasingly diverse product landscape, and shifting consumer trends and behaviors. To survive and thrive in highly competitive markets, retailers must adopt innovative strategies and embrace multi- and omni-channel business models. An examination of the Iranian market structure reveals a significant gap between traditional and digital infrastructures, alongside a considerable capacity for accommodating dramatic change. According to recent industry reports, the Fast-Moving Consumer Goods (FMCG) retail market in Iran is valued at over 1,600 trillion tomans; however, the share of online sales within this vast market amounts to only approximately 0.6 percent. By contrast, the global average for online penetration in this sector stands at about 7.5 percent. This substantial disparity between the current penetration rate and international benchmarks represents a potential and strategic opportunity for e-commerce players to adopt innovative approaches and capture an additional 5 percent of the market in the coming year. The critical question, however, is whether these "organizational innovations" translate into tangible "perceived value" from the perspective of Iranian customers. The research gap is underscored by the fact that, despite the considerable investments of Digikala in research, development, and service innovation, persistent criticism regarding declining customer experience quality continues to appear in social media and user feedback. Digikala was selected as the case study for this research in order to examine how customers decode the innovations of a leading retailer within the specific economic constraints and contextual conditions of the Iranian market and how these perceptions ultimately shape their overall experience. Accordingly, the main research question was as follows: How does the perception of organizational innovation (in product, process, and marketing) influence customer experience (cognitive, sensory, and emotional), and what role does perceived value play in this relationship? Materials & Methods This research was applied in terms of purpose and employed a descriptive-survey design with respect to its nature and data collection method. The statistical population comprised all customers of Digikala Company in Tehran, who had prior experience purchasing from the platform. Given the uncertainty regarding the exact size of the population, Cochran's formula for infinite populations was applied. At a 95% confidence level and with a permissible error margin of 0.05, the minimum required sample size was estimated at 384 participants. Questionnaires were distributed through two channels: online (via cyberspace) and in person (in public places, companies, and at Shahid Beheshti University). Ultimately, 445 complete and analyzable questionnaires were collected—215 through in-person administration and 230 via online distribution. The measurement items for the research variables were adapted from established sources: organizational innovation (7 items) from Wang and Ahmad (2004), customer perceived value (7 items) from Eggert and Olga (2002), and customer experience (12 items) from Schmidt (1999), Verhoef et al. (2009), and Toosi et al. (2021). The content validity of the questionnaire was assessed with input from 5 experts. For construct validity in PLS analysis, two criteria were examined: content validity and convergent validity. All factor loadings exceeded the acceptable threshold of 0.4. Convergent validity was further assessed by using the Average Variance Extracted (AVE) index. The AVE values for all three variables—organizational innovation (0.663), customer experience (0.784), and perceived value (0.643)—surpassed the recommended threshold of 0.5, indicating satisfactory convergent validity. Discriminant validity was evaluated by using the Fornell–Larcker criterion. The results demonstrated that the square root of the AVE for each construct (reported on the main diagonal of the correlation matrix) exceeded the correlation coefficients between that construct and any other construct, thereby confirming adequate discriminant validity. Research Findings The results indicated that innovation in digital platforms transcends mere technological advantage, serving instead as a primary driver in shaping customers' cognitive and emotional perceptions. The findings revealed that organizational innovation functions as a key engine for value creation in online environments where uncertainty and perceived risk are notably high. In such contexts, organizational innovations—including deployment of artificial intelligence in product recommendations, smart logistics systems, and streamlined refund procedures—signal the platform's overall capabilities. By reducing transaction costs (both time and physical effort) and enhancing functional utility, these innovations directly influence the perceived trade-off between "benefits received" and "costs paid", thereby fostering cognitive value. This theoretical interpretation accounted for the consistency of our findings with those of prior studies, such as Ye (2013) and Khosravi (2016), in which innovation was conceptualized not merely as an internal organizational attribute, but as an externally oriented value-creating mechanism encompassing capabilities, product quality, associated services, and overall product benefits. Discussion of Results & Conclusion One of the most significant theoretical contributions of this study was the confirmation of the directional effect of value on experience. Contrary to the prevailing literature, which often prioritized experience over value, this study demonstrated that in big data–driven retail, an a priori cognitive evaluation is essential. Drawing upon cognitive evaluation theory, the customer first assesses quality relative to price and platform efficiency (perceived value); this cognitive judgment subsequently serves as the mental anchor for sensory, emotional, and behavioral evaluations—i.e., the overall experience. In other words, unless the customer is convinced that the exchange (value) is reasonable, experiential drivers are unlikely to exert a profound positive influence on their emotional responses. The results further indicated that innovation affects customer experience not only through the cognitive pathway of value, but also via a direct emotional and sensory route. From the perspective of consumer psychology in the digital space, visual and process innovations—such as gamification, immersive user interfaces, or augmented reality features—directly target customers' hedonic needs. The novelty inherent in these innovations generates psychological arousal and surprise during platform interaction, thereby directly enhancing the sensory and emotional dimensions of the customer experience. Moreover, confirmation of the partial mediating role of perceived value substantiates what may be termed a "dual-path model" within the e-commerce literature, highlighting the coexistence of both cognitive and affective mechanisms in shaping customer responses to organizational innovation. This finding suggests that the impact of innovation on customer experience is not unidimensional, but rather operates through two parallel pathways: The functional/utilitarian path—where innovation enhances perceived value by improving quality and justifying price, thereby enriching the overall experience; and The sensory/emotional path—where innovation directly elevates the user experience by generating novelty and appeal. This implies that if a technological innovation within a platform fails to translate into tangible and understandable value (Path 1), its effect on the final customer experience will remain incomplete. The present study demonstrated that, in the turbulent environment of online retail, organizational innovation must undergo a paradigm shift—from being viewed as a "technological objective" to serving as a "tool for value creation and experience enhancement". The added value of this study lay in establishing that, for customers of digital platforms, innovation becomes meaningful only when it tips the value scale (i.e., perceived benefits relative to costs) in their favor. Platform managers should therefore recognize that investments in new technologies—such as artificial intelligence or user interface redesigns—will yield loyalty and lasting cognitive and emotional experiences only when customers have already evaluated and confirmed the tangible benefit and value of that innovation within their purchasing process. باوجود تأکید فزاینده بر نقش نوآوری در محیط‌های رقابتی، چگونگی انتقال آثار نوآوری سازمانی به ابعاد چندگانۀ تجربۀ مشتری ازطریق سازوکار‌های ارزش‌آفرین در خرده‌فروشی‌های برخط، همچنان با خلأ نظری و تجربی مواجه است. پژوهش حاضر با هدف توسعۀ نظری این پیوند، به بررسی تأثیر ادراک مشتریان از نوآوری‌های سازمانی بر تجربۀ مشتری با تبیین نقش میانجی ارزش درک‌شده در سکوی دیجی‌کالا می‌پردازد. این پژوهش ازنظر هدف، کاربردی و از منظر روش گردآوری داده‌ها، توصیفی-پیمایشی است. داده‌های پژوهش با استفاده از پرسش‌نامۀ استاندارد از نمونه‌ای متشکل از ۴۴۵ نفر از مشتریان دیجی‌کالا در شهر تهران (با روش نمونه‌گیری در دسترس) جمع‌آوری شد. تجزیه‌وتحلیل داده‌ها با رویکرد مدل‌سازی معادلات ساختاری (PLS-SEM) و نرم‌افزار SmartPLS3 انجام شد. نتایج ارزیابی مدل، نشانۀ برازش مطلوب)588/0 (GOF= و توان تبیینی درخور توجه مدل است؛ به‌طوری ‌که واریانس تبیین‌شده (R²) برای متغیر ارزش درک‌شده 385/0و برای تجربۀ مشتری 612/0 به دست آمد. یافته‌های کمّی آزمون فرضیه‌ها نشان داد نوآوری سازمانی تأثیر مستقیم، مثبت و معناداری بر ارزش درک‌شده (621/0=,β 966/16t=) و تجربۀ مشتری (410/0= β ,224/8=t) دارد. همچنین، تأثیر ارزش درک‌شده بر تجربۀ مشتری تأیید شد (459/0=,β 947/7t=). در نهایت، نقش میانجی معنادار و جزئی ارزش درک‌شده در رابطۀ بین نوآوری سازمانی و تجربۀ مشتری نیز به تأیید رسید (285/0=,β 157/7t=) . این یافته‌ها با توسعۀ پیشینۀ رفتار مصرف‌کنندۀ برخط نشان می‌دهند که نوآوری سازمانی فقط متغیری ساختاری-محیطی نیست، بلکه با ارتقای ادراک ارزشی، به‌عنوان کاتالیزوری قدرتمند در شکل‌دهی به تجربۀ کل‌نگر مشتری عمل می‌کند.

https://nmrj.ui.ac.ir/article_30610_a954b6da1283e01b94d60849d587d516.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 16 3 2026 09 23 Effects of tDCS and Packaging Transparency on Decision-Making Time and Purchase Intention for Food Products تأثیر تحریک فراجمجمه‌ای با جریان مستقیم (tDCS) و شفافیت بسته‌بندی بر زمان تصمیم‌گیری و تمایل به خرید محصولات غذایی 79 114 30566 10.22108/nmrj.2026.148145.3297 FA احمد فلاحی استادیار گروه علوم ورزشی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران امید مهدیه دانشیار گروه مدیریت، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران جابر علیزاده گورادل استادیار گروه روانشناسی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران مینا شیری یکتا دانشجوی کارشناسی ارشد روانشناسی‌شناختی، دانشکده علوم انسانی، دانشگاه شهید بهشتی، تهران، ایران شمیم مقصودی ولنی دانشجوی کارشناسی گروه نقاشی، دانشکده هنر و معماری، دانشگاه زنجان، زنجان، ایران Journal Article 2026 01 25 This study aimed to investigate the effects of transcranial direct current stimulation (tDCS) and packaging transparency on decision-making time and purchase intention for food products, considering product type (healthy vs. unhealthy). This research employed a between-subjects experimental design and randomly allocated 63 students to four groups (control, sham, Fz, FPz). Stimulation was applied at 2 mA for 10 minutes over Fz or FPz regions according to the international 10-20 EEG system. Images of two products (chips as an unhealthy product and peanuts as a healthy product) in both transparent and non-transparent packaging were presented in pairs. Total reaction time (sum of time for two choices), purchase intention, and transparent packaging preference were measured. Findings revealed that active tDCS significantly increased decision-making time compared to the control group, while sham stimulation had no significant effect. Furthermore, choosing transparent packaging was associated with higher purchase intention, and this relationship remained stable after controlling for self-selection bias (using analysis of covariance), but was not influenced by tDCS stimulation. The main effect of product type was also significant (η²p = 0.24); preference for transparent packaging was significantly greater for healthy products compared to unhealthy ones, and this pattern was uniformly observed across all groups. Results indicate that although tDCS increases decision-making processing time, it has a direct but limited impact on purchase intention. In contrast, packaging transparency and product healthiness play a more determining role in predicting consumer purchase intention. Introduction Packaging has evolved beyond its traditional protective function to become a strategic marketing and communication tool that substantially influences consumer decision-making at the point of purchase. Transparent packaging, in particular, has received increasing attention because it allows consumers to directly inspect product contents, thereby enhancing perceptions of quality, freshness, authenticity, and purchase intention. Despite growing evidence regarding its positive effects on consumer attitudes and purchasing behavior, previous research has primarily relied on self-reported measures and has paid limited attention to objective behavioral indicators, such as decision time. Decision time represents an objective measure of cognitive effort and information processing during choice and provides a deeper understanding of consumer decision-making than subjective evaluations alone (Ratcliff & McKoon, 2008). Furthermore, although neuroimaging studies have identified several brain regions involved in value-based decision-making, they have been unable to establish causal relationships. Transcranial Direct Current Stimulation (tDCS), a non-invasive brain stimulation technique, enables researchers to investigate the causal contribution of specific cortical regions by temporarily modulating neural excitability (Nitsche & Paulus, 2000). Accordingly, this study examined whether stimulation of two prefrontal regions (FpZ and Fz) influences consumers' decision time, transparent packaging preference, and purchase intention when selecting transparent versus opaque packaging for healthy (peanuts) and unhealthy (potato chips) food products. Materials and Methods This applied study employed a laboratory-based experimental design with a mixed factorial structure incorporating both between-subject and within-subject factors. Data were collected during February 2025 at the Neuromarketing Laboratory of the University of Zanjan. The between-subject factor was the type of brain stimulation, including four experimental conditions: (1) control (no stimulation), (2) sham stimulation, (3) active stimulation of the frontal midline region (Fz), and (4) active stimulation of the frontopolar region (FpZ). The within-subject factor was product type, consisting of one healthy food product (peanuts) and one unhealthy food product (potato chips). Initially, 72 undergraduate students volunteered to participate in the study. Participants who met the inclusion criteria, including normal or corrected-to-normal vision, regular consumption of packaged food products, and no medical contraindications for transcranial direct current stimulation (tDCS), were randomly assigned to the four experimental groups using balanced block randomization. After screening for incomplete responses and outliers in reaction-time data, the final sample consisted of 63 participants. Brain stimulation was administered using a battery-powered constant-current tDCS device. Following established safety and stimulation protocols, a direct current of 2 mA was applied for 10 minutes through saline-soaked sponge electrodes (35 cm²) positioned according to the international 10–20 EEG system (Nitsche & Paulus, 2000). In the sham condition, the current was gradually increased and decreased during the initial seconds before being discontinued, thereby producing the sensation of stimulation while controlling for placebo effects. Immediately after stimulation, participants completed a computerized choice task. They were sequentially presented with paired images of transparent and opaque packages for each product in a counterbalanced order. The packaging designs were identical in all respects except transparency, and no brand names or logos were displayed to eliminate brand-related bias. Participants selected their preferred package for each product, while the system automatically recorded the total decision time from the presentation of the first stimulus until completion of the final choice. Following the experimental task, participants completed a questionnaire measuring transparent packaging preference and purchase intention using five-point Likert scales adapted from previous packaging research. To enhance internal validity, the study controlled for placebo effects through sham stimulation, minimized individual differences by random assignment, standardized the stimulation protocol and laboratory environment, counterbalanced stimulus presentation, and used anonymous product designs. Ethical approval was obtained from the Ethics Committee of the University of Zanjan (IR.ZNU.REC.1403.025), and written informed consent was obtained from all participants before data collection. Research Findings Data from 63 participants were included in the final analyses after outlier removal. Descriptive statistics indicated that the four experimental groups were comparable in terms of age and gender distribution, and all assumptions required for parametric analyses were satisfied. To address the first objective, a one-way ANOVA examined the effect of transcranial Direct Current Stimulation (tDCS) on decision time. The results revealed a significant main effect of stimulation condition on reaction time (F(3,59) = 5.77, p = 0.002, partial η² = 0.23), indicating a relatively large effect size. Bonferroni post hoc comparisons showed that participants in both active stimulation groups (FpZ and Fz) exhibited significantly longer reaction times than those in the control group (FpZ vs. Control: p = 0.002; Fz vs. Control: p = 0.016), whereas the sham stimulation group did not differ significantly from any of the other groups. No significant difference was observed between the two active stimulation conditions. The second objective investigated the effects of stimulation condition and selected packaging type on purchase intention while controlling for differences in transparent packaging preference. The overall ANCOVA model was significant (F = 4.98, p < 0.001) and explained 43.5% of the variance in purchase intention (Adjusted R² = 0.435). Packaging choice exerted a strong main effect (F = 22.58, p < 0.001, partial η² = 0.475), whereas neither stimulation condition (F = 0.84, p = 0.476, partial η² = .048) nor the interaction between stimulation condition and packaging choice (F = 0.70, p = 0.647, partial η² = 0.078) reached statistical significance. Participants who selected transparent packaging for both products reported significantly higher purchase intention than those who selected opaque packaging for both products, while those selecting one transparent and one opaque package also demonstrated greater purchase intention than participants consistently choosing opaque packages. No significant difference was observed between the "both transparent" and "one transparent–one opaque" groups. To examine the third objective, a mixed-design repeated-measures ANOVA assessed whether the effect of product type on transparent packaging preference was moderated by tDCS. A significant main effect of product type was found (F(1,59) = 31.14, p < 0.001, partial η² = 0.345), indicating that transparent packaging was preferred significantly more for the healthy product (peanuts) than for the unhealthy product (potato chips). However, neither the main effect of stimulation condition (F = 1.10, p = 0.359, partial η² = 0.054) nor the interaction between product type and stimulation (F = 0.40, p = 0.757, partial η² = 0.020) was statistically significant. The preference for transparent packaging remained consistently higher for the healthy product across all experimental groups. Overall, the findings indicate that prefrontal brain stimulation significantly altered the temporal dynamics of consumer decision-making by increasing decision time, whereas transparent packaging remained the primary determinant of purchase intention. Furthermore, transparent packaging was consistently more effective for healthy food products than for unhealthy products, irrespective of the stimulation condition. Discussion of Results and Conclusions The findings provide new evidence regarding the cognitive and neural mechanisms through which packaging transparency and non-invasive brain stimulation influence consumer decision-making. First, active transcranial Direct Current Stimulation (tDCS) significantly increased decision time without altering purchase intention or packaging preference. This finding suggests that prefrontal stimulation primarily affected the temporal dynamics of information processing rather than the final valuation of alternatives. Such a pattern is consistent with cognitive information-processing theories, which propose that longer reaction times reflect greater cognitive effort, enhanced evaluation of competing alternatives, and increased executive control rather than changes in the final choice. It is also consistent with evidence indicating that prefrontal tDCS modulates executive functions and decision-related processing without necessarily changing behavioral outcomes (Dedoncker et al., 2016). Interestingly, no significant difference was observed between stimulation over the FpZ and Fz regions. Although these cortical areas are associated with distinct cognitive functions, including metacognitive evaluation, conflict monitoring, and executive control, the results suggest that, within the context of packaging evaluation, they may operate as components of an integrated prefrontal control network. This functional convergence implies that visually guided purchase decisions rely on coordinated executive processing rather than on isolated regional activity. Second, transparent packaging emerged as the strongest predictor of purchase intention regardless of stimulation condition. This finding reinforces previous research demonstrating that transparent packaging enhances perceived quality, freshness, and consumer trust by reducing information asymmetry and allowing direct inspection of the product (Simmonds & Spence, 2017; Simmonds et al., 2018a). The persistence of this effect after controlling for individual differences in packaging preference further supports the proposition that packaging transparency functions as a powerful visual quality signal influencing purchase decisions. Finally, consumers expressed significantly stronger preferences for transparent packaging when evaluating the healthy product than the unhealthy product, while brain stimulation did not moderate this relationship. This pattern supports perceived value theory (Zeithaml, 1988), suggesting that visual access to the product is particularly valuable when consumers associate transparency with naturalness, freshness, and healthfulness. Overall, this study demonstrates that packaging transparency and prefrontal brain stimulation influence different components of consumer decision-making. Whereas transparent packaging directly increases purchase intention, tDCS primarily affects the cognitive processing underlying decision formation. These findings contribute to neuromarketing theory by distinguishing between cognitive processing time and purchase valuation and offer practical implications for designing transparent packaging strategies, particularly for healthy food products. هدف این مطالعه بررسی تأثیر تحریک فراجمجمه‌ای با جریان مستقیم (tDCS) و شفافیت بسته‌بندی بر زمان تصمیم‌گیری و تمایل به خرید محصولات غذایی با در نظر گرفتن نوع محصول (سالم-ناسالم) بود. این پژوهش از طرح آزمایشی بین‌گروهی استفاده کرد و ۶۳ دانشجو در چهار گروه (کنترل، تحریک ساختگی، Fz، FPz) به‌صورت تصادفی تخصیص یافتند. تحریک با شدت ۲ میلی‌آمپر به‌مدت ۱۰ دقیقه روی نواحی Fz یا FPz مطابق با سیستم بین‌المللی ۱۰-۲۰ EEG اعمال شد. همچنین، ضمن نمایش تصاویر دو محصول (چیپس به‌عنوان محصول ناسالم و بادام‌زمینی به‌عنوان محصول سالم) در دو نوع بسته‌بندی شفاف و غیرشفاف به‌صورت جفت‌شده، زمان واکنش کل (مجموع زمان دو انتخاب)، تمایل به خرید، و ترجیح بسته‌بندی شفاف نیز اندازه‌گیری شد. یافته‌ها نشان داد تحریک واقعی tDCS موجب افزایش معنادار زمان تصمیم‌گیری نسبت به گروهِ کنترل شد، درحالی‌که تحریک ساختگی تأثیر معناداری نداشت. همچنین، انتخاب بسته‌بندی شفاف با تمایل به خرید بیشتر همراه بود و این رابطه پس‌از کنترل سوگیری خودانتخابی (با استفاده از تحلیل کوواریانس) پایدار ماند؛ اما تحت‌تأثیر تحریک tDCS قرار نگرفت. اثر اصلی نوع محصول نیز معنادار بود (0.24η²p=)؛ ترجیح برای بسته‌بندی شفاف در محصولات سالم به‌طور معناداری بیشتر از محصولات ناسالم بود و این الگو در تمامی گروه‌ها به‌صورت یکنواخت مشاهده شد. نتایج نشان می‌دهد tDCS زمان پردازش تصمیم‌گیری را افزایش می‌دهد؛ اما تأثیر مستقیم و محدودی بر تمایل به خرید دارد. در مقابل، شفافیت بسته‌بندی و سلامت محصول نقش تعیین‌کننده‌تری در پیش‌بینی تمایل به خرید مصرف‌کننده ایفا می‌کند.

https://nmrj.ui.ac.ir/article_30566_ad83b9c0fc3e44c6790b67fa4f8bf976.pdf