@misc{10481/74917,
year = {2022},
month = {4},
url = {http://hdl.handle.net/10481/74917},
abstract = {The increasing number of active Internet users has encouraged companies to compete to design the most efficient
online ads for their target audience. While some companies build their ads based on the functional and instrumental
benefits of their advertised products (i.e., utilitarian banners), others emphasize the experiential, personal,
and emotional advantages of purchasing their product (i.e., hedonic banners). This is the first study to use
neuroimaging to address the debate in the literature regarding the processing and effectiveness of these types of
messages. By means of functional Magnetic Resonance Imaging (fMRI), we explored the neural mechanisms by
which an individual consumer trait, namely consumer impulsiveness, influences the evaluation of hedonic and
utilitarian banners. The neural results revealed that more impulsive consumers exhibit a higher level of activation
in brain regions linked to reward, trust, emotion, as well as a reduction of activity in self-control brain
networks, when viewing hedonic banners. Consumers reporting lower levels of impulsiveness (i.e., prudent
users), in turn, exhibited stronger activation in brain regions associated with self-control and cognition when
evaluating utilitarian banners. Consequently, on the basis of an objective and neuropsychological approach,
these results can be used to inform companies about the type of online advertising they should use based on the
characteristics of their target audience.},
organization = {Junta de Andalusia	B-SEJ-220-UGR18
A-SEJ-426-UGR20},
organization = {Fundacion Ramon Areces	CISP18A6208},
organization = {UGR},
organization = {Universidad de Granada/CBUA},
publisher = {Elsevier},
keywords = {Consumer neuroscience},
keywords = {Banner ads},
keywords = {fMRI},
keywords = {Consumer impulsiveness},
keywords = {Hedonic banner},
keywords = {Utilitarian banner},
title = {It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners},
doi = {10.1016/j.jretconser.2022.102997},
author = {Casado Aranda, Luis Alberto and Sánchez Fernández, Juan and Ibáñez Zapata, José Ángel},
}