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<p>With the continual expansion of product options provided by retailers, the range of product options in the choice assortment may exert a considerable effect on consumer preferences for real-time recommendations. We combined hierarchical drift-diffusion modeling with functional near-infrared spectroscopy (fNIRS)-based hyperscanning to delve into neurocomputational signatures of dual-brain synchronization that underlie the effect of varying choice assortment sizes on consumer preferences for real-time recommendations. Behavioral and computational results identified that consumers exhibited stronger consumer preferences for real-time recommendations and deliberative decision-making strategies within small choice assortments. Neural results demonstrated disparate inter-brain synchronization patterns across different successive phases underlying the effect of choice assortment sizes on consumer preferences for real-time recommendations. The predictive role of distinct dual-brain temporal dynamics on consumers’ decision-making strategies within small and large choice assortments was also determined with a support vector machine algorithm, thus demonstrating the value of dual-brain approaches in capturing the complexity of real-world decision-making environments.</p>

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Dual-brain dynamics underlying consumer preferences for recommendations in choice assortments: evidence from computational modeling and fNIRS-based hyperscanning

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年3月28日

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  • Sihua Xu,
  • Hanxuan Zhao,
  • Mingjing Wang,
  • Ruiwen Tao,
  • Can Zhang,
  • Yuan Yin,
  • Yuhao Li

摘要

With the continual expansion of product options provided by retailers, the range of product options in the choice assortment may exert a considerable effect on consumer preferences for real-time recommendations. We combined hierarchical drift-diffusion modeling with functional near-infrared spectroscopy (fNIRS)-based hyperscanning to delve into neurocomputational signatures of dual-brain synchronization that underlie the effect of varying choice assortment sizes on consumer preferences for real-time recommendations. Behavioral and computational results identified that consumers exhibited stronger consumer preferences for real-time recommendations and deliberative decision-making strategies within small choice assortments. Neural results demonstrated disparate inter-brain synchronization patterns across different successive phases underlying the effect of choice assortment sizes on consumer preferences for real-time recommendations. The predictive role of distinct dual-brain temporal dynamics on consumers’ decision-making strategies within small and large choice assortments was also determined with a support vector machine algorithm, thus demonstrating the value of dual-brain approaches in capturing the complexity of real-world decision-making environments.