Impacting Brand Awareness and Emotions in Retail Consumer Decision-Making Within a Digital Context

This study explores the intricate behavioral consumer psychology dynamics of how certain elements—color, price, gender differences, and the concept of the frequency illusion—affect emotions, brand awareness, and consumer decision-making in a digital environment. Going beyond conventional analyses, this study also explores the intersection of sustainable business practices, elucidating the potential for ethical, environmentally conscious, and business-sustainable decision-making. Utilizing a quantitative method and survey data from 207 respondents, this research contributes to a more profound level of understanding of consumer decision-making in the Lebanese retail sector, offering strategic insights for organizations seeking to enhance brand recognition, while aligning with responsible and sustainable practices in today’s dynamic and competitive environment. The study found that psychological cues—color, price, gender differences, and frequency illusion—significantly influence emotions, brand awareness, and consumer decision-making in retail. Future research should examine the tensions in consumer decision-making, where brand awareness and emotional cues can simultaneously facilitate and bias choices, with effects contingent on exposure, demographic characteristics, digital fluency, and cultural context.