Consumers are bombarded every day by numerous promotion messages, and their decision making in purchasing sport goods or services is frequently confused by these advertised information (Lysonski, Durvasula, & Zotos, 1996). For this reason, research in consumer decision-making styles has become...

Decision making usually involves uncertainty and risk. Understanding which parts of the human brain are activated during decisions under risk and which neural processes underly (risky) investment decisions are important goals in neuroeconomics. Here, we analyze functional magnetic resonance...