NEURAL CORRELATES OF SUSTAINABLE LUXURY VERSUS “FAST FASHION”: A NEUROPHYSIOLOGICAL STUDY ON BRAND EXPERIENCE
Abstract
This article addresses how fashion advertising activates attentional, emotional, and cognitive processes that are difficult to capture through self-reporting and considers whether neurophysiological responses differ between luxury and fast fashion brands, as well as the modulating effect of sustainability messages. The research is justified by the attitude-behaviour gap in sustainable fashion and the need for objective methods to understand it. A 2x2 experimental study was conducted with 50 young adults, manipulating brand type and message type. Visual attention (eye-tracking), emotional arousal (GSR), and cognitive load and neural engagement (EEG) were measured while participants viewed eight controlled advertisements. The analysis included repeated measures ANOVAs and regressions to predict purchase intention. Luxury advertisements generated greater initial attention to the logo, greater arousal, and more parietal gamma activity. Sustainability messages increased frontal alpha power, raising cognitive load, especially in fast fashion. Emotional arousal and neural engagement positively predicted purchase intention, while cognitive load reduced it. In conclusion, advertising effectiveness depends on aligning the type of message with the activated cognitive system, and the neurometric approach is useful for optimising strategies.
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Copyright (c) 2026 Isidro Sánchez-Crespo , Francisco J. Cristòfol, Carmen Cristófol Rodríguez
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