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Unlike brick-and-mortar stores where consumers can use all of their senses to examine a product, online retailers must properly present products to shoppers via a computer-mediated interface. In this exploratory study, we investigate how the brain makes purchase decisions when it encounters different types of visual presentation strategies. Specifically, we use event-related fMRI to study brain activation preceding purchase decisions under three visual presentation strategies: (1) static picture, (2) image zooming, and (3) rotation video. Twenty-four (24) participants made 60 apparel purchase decisions. Utilizing machine learning, we study whether and how various neural circuits are engaged in purchase decision-making in regard to different types of visual sensory information. The functional neuroimaging results suggest high accuracy (highest: 95%, Rotation condition) in predicting purchase decisions using brain …