Application of Theory of Mind in Analyzing Communication Behavior Leading to Umrah Package Fraud among Umrah Pilgrims

Umrah fraud is no longer a new issue and continues to be a concern among the Muslim community in Malaysia. This study focuses on the main objective of identifying the relationship between cognitive, affective, and conative elements in pilgrims’ communication behavior when choosing umrah packages, which in the end may expose them to the risk of fraud. These three elements are framed based on the Theory of Mind (ToM), which explains how human beings understand and interpret the behavior of others through mental processes such as beliefs, intentions, and desires. From this perspective, the study seeks to understand how pilgrims form perceptions of the information received, the emotions involved in the selection process, as well as the intentions or behavioral tendencies to subscribe to a particular package.

Theory of Mind; media literacy; communication behavior

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