The influence of brand visual stimuli experience and emotional response on consumer decision-making behavior.

This study investigates how brand visual stimuli experience and emotional response influence consumer decision-making behavior. While prior research confirms the individual effects of visual identity and emotional engagement, limited empirical work examines their combined impact. A quantitative descriptive-correlational design was employed, involving 385 college students from Cebu City, Philippines. Data were collected through an online survey using a 15-item questionnaire covering visual stimuli experience, emotional response, and decision-making behavior. Reliability was high (Cronbach’s α = 0.9134). Descriptive statistics summarized responses, and regression analyses tested hypotheses. Respondents generally agreed they experienced consistent brand visuals (M = 4.10) and positive emotional responses (M = 4.00). Decision-making behavior was also influenced by visual and emotional factors (M = 3.93). Regression analysis revealed that emotional response strongly predicted decision-making (β = 0.8192, R² = .590), while visual stimuli experience had a moderate effect (β = 0.6665, R² = .416). Combined, both predictors explained 60.1% of variance in decision-making behavior (R² = .601), with emotional response emerging as the dominant factor. Findings highlight the primacy of emotional engagement in shaping consumer choices, supported by visual consistency. Emotional branding strategies, complemented by coherent visual identity, can enhance purchase intentions and brand loyalty. Brands should prioritize emotionally resonant designs while maintaining visual consistency across touchpoints. Future research should explore cross-cultural contexts and experimental designs to establish causality.