Title Details

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In this generation, people tend to base the value of products on media reviews or by word of mouth (WOM). This study aimed to explore the influence of social cognition and consumers preferences purchasing apparels. Social cognition has four factors, namely: advertising electronic world -of -mouth, social media, and word of mouth. Correlational designed was used. The study was conducted in three barangay of Silang, Cavite, Puting Kahoy, Tartaria and Lumil. The data was collected in 150 respondent who volunteered to answer the questionnaire. It was concluded that the electronic WOM mostly used by respondents when purchasing apparels. Understanding the relationship of socials cognition and consumers' preference in purchasing apparels will help people to continues and aware of their decision -making, not just in buying apparels, but also i their day-to- day lives. For future research, it is recommended to explore deeper in the topic of consumer psychology, since few articles have only been published about this.

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