Cognitive Effects of Fashion Brand Advertisements on Consumer Perception and Decision-Making Behavior An Experiential Learning Approach

The prime motive of companies before marketing their products or services is to discover the preferences and buying behaviors of their clients and prospects. This psychological mechanism is correlated with cognitive learning, which can be defined here as an executive mental process that shapes customer purchasing attitudes. The data already stored in consumers’ memories plays a crucial role in shaping their choices and decision-making processes. This information consists of diverse strategic efforts that fashion brands put in place to win their customers’ attention. In the present study, these experiential approaches have been classified into three categories: Product Attributes, Advertisement Strategies, and Social Media Engagement. Quantitative methods with a positivist research philosophy have been used for data evaluation, which were collected through primary sources. The results demonstrate that online reviews, online offers, product price, and visual appeal are the most chosen factors among different attributes when buying fashion products, whereas influencer content, captivating storytelling, and product quality are other characteristics that most customers focus on before making purchasing decisions for fashion products. Moreover, integrated marketing and product design do not seem to influence consumers much. An alarming finding is that environmental concerns have been the least preferred trait when respondents consider shopping with fashion brands. Thus, the study recommends that, alongside an emphasis on online reviews and offers, fashion brands should advertise environmental concerns in more engaging and creative ways to make it a popular trait among consumers.