It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners

The increasing number of active Internet users has encouraged companies to compete design the most efficient online ads for their target audience. While some build based on functional and instrumental benefits advertised products (i.e., utilitarian banners), others emphasize experiential, personal, emotional advantages purchasing product hedonic banners). This is first study use neuroimaging address debate in literature regarding processing effectiveness these types messages. By means Magnetic Resonance Imaging (fMRI), we explored neural mechanisms by which an individual consumer trait, namely impulsiveness, influences evaluation banners. results revealed that more impulsive consumers exhibit a higher level activation brain regions linked reward, trust, emotion, as well reduction activity self-control networks, when viewing Consumers reporting lower levels impulsiveness prudent users), turn, exhibited stronger associated with cognition evaluating Consequently, basis objective neuropsychological approach, can be used inform about type advertising they should characteristics