It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners Casado Aranda, Luis Alberto Sánchez Fernández, Juan Ibáñez Zapata, José Ángel Consumer neuroscience Banner ads fMRI Consumer impulsiveness Hedonic banner Utilitarian banner This study was supported by two Excellence Projects awarded by the Junta de Andalusia [REF: B-SEJ-220-UGR18 and A-SEJ-426-UGR20], a grant from the Fundacion Ramon Areces [CISP18A6208] and a grant from the Plan of the Vice-rectorate of Research of the UGR (Program 20, application 82). We thank Universidad de Granada/CBUA for funding to make this paper open access. 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. 2022-05-19T08:26:17Z 2022-05-19T08:26:17Z 2022-04-01 info:eu-repo/semantics/article Luis-Alberto Casado-Aranda, Juan Sánchez-Fernández, José-Ángel Ibáñez-Zapata, It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners, Journal of Retailing and Consumer Services, Volume 67, 2022, 102997, ISSN 0969-6989, [https://doi.org/10.1016/j.jretconser.2022.102997] http://hdl.handle.net/10481/74917 10.1016/j.jretconser.2022.102997 eng http://creativecommons.org/licenses/by/3.0/es/ info:eu-repo/semantics/openAccess Atribución 3.0 España Elsevier