We examine how hedonic and utilitarian motivations have impact on emotions, and in turn, influence perceived quality from Stimulus-Organism-Response (S-O-R) perspectives. Previous studies have been conducted to investigate the effects of different factors on quality of fabrics by considering product related attributes (such as fabric types, touch feelings, price, etc.) and individual characteristics (such as personality) (McCann et al., 2005). They have counted the functional aspects of fabrics but have not convincingly answered how psychological attributes influence consumers’ perceptions about the quality of fabrics; practitioners need this vital information to better understand and conduct business around how consumers formulate their perceptions. For example, our findings can guide emotional design in sportswear fabrics (Hassenzahl, 2006). Also, we develop a more sophisticated theory that investigates what psychological constructs need to be considered. We, therefore, provide initial contributions that are both relevant to practitioners and rigorous to researchers.