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. Author manuscript; available in PMC: 2008 Jan 4.
Published in final edited form as: Neuron. 2007 Jan 4;53(1):147–156. doi: 10.1016/j.neuron.2006.11.010

Figure 1.

Figure 1

SHOP task trial structure and regressors.

For task structure, subjects saw a labeled product (product period; 4 s), saw the product’s price (price period; 4 s), and then chose either to purchase the product or not (by selecting either “yes” or “no” presented randomly on the right or left side of the screen; choice period; 4 s), before fixating on a crosshair (2 s) prior to the onset of the next trial. In regression models, preference was correlated with brain activation during the product and price periods, price differential was correlated with brain activation during the price period, and purchasing was correlated with brain activation during the choice period.