What does this research mean for the field?

Decision-making styles shape sports and health consumption preferences, with maximizers favoring discount promotions through rational calculation and satisficers favoring public welfare promotions through intuitive value perception, supported by distinct activation patterns in the left dorsolateral prefrontal cortex. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This study aims to explore how decision-making styles affect sports and health consumption preferences among college students and the associated brain mechanisms.

July 4, 2026Behavioral SciencesOpen Access

Decision-Making Styles Shaping College Students’ Sports and Health Consumption Preferences: Behavioral and Neurological Evidence

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Authors

GMGang Ma SWShengyue Wang JFJialin Fu

Discussion

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Overview

Randomized trial investigates decision-making styles and their impact on consumption preferences in college students, suggesting insights for marketing strategies.

Key Points

This study aims to explore how decision-making styles affect sports and health consumption preferences among college students and the associated brain mechanisms.
Recruited 39 college students as participants with a one-factor within-subjects design.
Utilized behavioral experiments combined with functional near-infrared spectroscopy (fNIRS).
Examined preferences under three promotional conditions: no promotion, discount promotion, and public welfare promotion.
College students favored public welfare promotions most, followed by discounts, with no promotion least preferred.
Maximizers preferred discount promotion; satisficers showed a clear preference for public welfare promotion.
Neural activation varied: public welfare promotion activated the left dorsolateral prefrontal cortex, while discount promotion activated a local region of this cortex.

Cite This Study

Ma et al. (2026) studied this question.

synapsesocial.com/papers/6a48a5c889561a0c2d78e32e https://doi.org/10.3390/bs16071099

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July 4, 2026Behavioral SciencesOpen Access

Decision-Making Styles Shaping College Students’ Sports and Health Consumption Preferences: Behavioral and Neurological Evidence

View Full Paper

Ask AI

Bookmark

Authors

GMGang Ma SWShengyue Wang JFJialin Fu

Discussion

Member takes

Overview

Randomized trial investigates decision-making styles and their impact on consumption preferences in college students, suggesting insights for marketing strategies.

Key Points

This study aims to explore how decision-making styles affect sports and health consumption preferences among college students and the associated brain mechanisms.
Recruited 39 college students as participants with a one-factor within-subjects design.
Utilized behavioral experiments combined with functional near-infrared spectroscopy (fNIRS).
Examined preferences under three promotional conditions: no promotion, discount promotion, and public welfare promotion.
College students favored public welfare promotions most, followed by discounts, with no promotion least preferred.
Maximizers preferred discount promotion; satisficers showed a clear preference for public welfare promotion.
Neural activation varied: public welfare promotion activated the left dorsolateral prefrontal cortex, while discount promotion activated a local region of this cortex.

Cite This Study

Ma et al. (2026) studied this question.

synapsesocial.com/papers/6a48a5c889561a0c2d78e32e https://doi.org/10.3390/bs16071099

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