Purpose Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision. Design/methodology/approach The paper uses the event-related potential (ERP) technique and experiment. Findings Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions. Practical implications For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies. Originality/value One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.

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Wetland is the important part in urban ecosystem. Microorganisms is integral component of urban wetland ecosystem is the main factor of wetlands sewage treatment, and plays an irreplaceable role in the degradation. In this paper, the authors regard urban wetland of Harbin in north shore of Songhua river as the research object, through experiments to identify the microorganisms types, finding five microorganisms types being nitrify fungi. The article analyzes the contributions of microorganisms in nitrogen cycle of urban wetland. It is present that microorganisms plays an irreplaceable role in controlling pollutions and nitrification and anti-nitrification reactions play the most significant role in the degradation of nitrogen compounds and ammonium oxidation is a possible process in deducing nitrogen pollutions.