People are able to consciously deliberate but in different decision processes they use automatic and early cognitive processes and they are influenced by their subjective affective and motivational mechanisms.Between the others,personal attitudes and individual differences support distinct approach to emotional contexts when emotional stimuli are used to produce advertising.Thus,it was suggested that the consumer decision-making is related to subjective preferences which are more or less approach-related (proactive attitudes,BAS system) or withdrawal-related (inhibitory attitudes,BIS system).So the underlying decisional mechanisms could be supported by distinct and divergent responsiveness to emotional conditions.Frontal brain system was suggested to support these different emotional-valenced motivational attitudes,with an increased left hemisphere activity in the case of approach-attitude and a more right hemisphere activity in the case of withdrawal-attitudes.Moreover it was recently suggested that some proactive subjects are more directly responsive to prosocial conditions,when an emotional situations is evaluated,also in case of an advertising.