Neuroaesthetic Responses to African Textiles: Implications for Consumer Emotion and Buying Behaviour in African Fashion Marketing

This paper explores the emerging field of African Neuroaesthetics through the lens of consumer neuroscience, fashion, and neuromarketing, investigating how African textiles influence emotional engagement, perception of beauty, and buying behavior. By combining neuroscience with African cultural aesthetics, the study examines how visual elements such as symmetry, color, symbolism, composition, and pattern activate cognitive and emotional responses in consumers. Focusing on Maasai, Xhosa, and Ashanti textile traditions, the research positions African fashion not merely as artistic expression, but as a powerful psychological and cultural experience rooted in identity, memory, and perception. The paper further contributes to ongoing discussions in neuroaesthetics, sensory marketing, consumer behavior, African design studies, and cultural innovation. This work is particularly relevant to scholars and professionals interested in neuroscience, African studies, neuromarketing, fashion psychology, consumer behavior, design research, visual culture, and the future of evidence-based African fashion marketing.