TY - JOUR AU - Casado Aranda, Luis Alberto AU - Sánchez Fernández, Juan AU - Ibáñez Zapata, José Ángel PY - 2022 UR - http://hdl.handle.net/10481/74917 AB - 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... LA - eng PB - Elsevier KW - Consumer neuroscience KW - Banner ads KW - fMRI KW - Consumer impulsiveness KW - Hedonic banner KW - Utilitarian banner TI - It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners DO - 10.1016/j.jretconser.2022.102997 ER -