<p>Cognitive processes that affect people perceptions, comprehension, and interactions with others, such as attribution mistakes and heuristics, are responsible for social issues. These social issues includes polarization, prejudice, and inequality. To address these issues, we must comprehend cognitive mechanisms, and this can be made by using some appropriate multi-attribute decision-making (MADM) approach, that can handle people perceptions of complex and bipolar nature. Thus, in this manuscript, we concentrate on a MADM technique that relies on certain novel aggregation operators in the framework of bipolar complex fuzzy sets. These aggregation operators include Muirhead mean (MM) operator and dual Muirhead mean (DMM) operator of several types. To authenticate the validity of these defined aggregation operators, certain properties of these operators are proved. Furthermore, we consider the interpreted operators to produce a decision-making (DM) technique to deal with bipolar complex fuzzy MADM issues. We then consider a real life example to show the application and need of the interpreted work in daily life. To confirm the viability and potential of the offered technique, we compare our established technique with some other prevailing techniques.</p>