Fashion is a complex socio/economic phenomenon with important interpersonal implications. Some of these implications are shared with other art forms and critically relate to consumers' choices when evaluating products to purchase. People may consider beauty the most commonly known value when experiencing fashion crafts. However, other basic cognitive processes, such as perception, memory, or emotion, and other factors, such as attitudes, motivation, or personality, contribute to the fruition of fashion and drive consumer choices. This module will cover basic psychological processes such as perceiving and attending to objects, exploring emotional responses that may arise when such objects are experienced, and considering what eventually would drive individuals to make their consumer choices.