Figure 2.

Brain regions showing preference-modulated activation during the anticipation phase of winning trials. (A) Bilateral mesial premotor/supplementary motor area showing most powerful activations, (B) right superior temporal sulcus, and (C) right anterior insula/lateral orbitofrontal cortex with significant activation patterns at uncorrected level of p < .001 with clusters with more than 10 voxels. (D) A cluster of midbrain activation was found at a close to significant level after small volume correction at threshold level p < .01. Neural activity in brain regions negatively correlated with the brand preference (i.e., showing less activation for more preferred brands) during the anticipation phase: (E) left frontal middle gyrus, (F) left posterior cingulate cortex, (G) left precuneus.