Table 3.

Conjoint activation foci for purchase (whole brain, p<.001 uncorrected for each product set, conjoint for both product sets, cluster=3 voxels, predicted activations in boldface, Choice Period)

Choice	Set 1 Z	Set 2 Z	R	A	S
L VMPFC	3.97	4.71	−5	62	−4
	4.39	4.10	−4	38	−11
L Middle Frontal Gyrus	4.69	5.54	−19	34	42
L Inferior Frontal Gyrus	4.08	4.66	−44	15	24
R OFC	3.92	4.04	30	29	−9
L OFC	3.58	3.58	−34	33	−10
R Insula	−3.48	−4.91	32	9	9
L Insula	−3.13	−4.67	−31	9	11
	−3.38	−4.92	−38	−2	15
	−3.34	−4.11	−38	−16	20
L Postcentral Gyrus	−3.44	−4.69	−49	−19	21
	−3.30	−3.40	−25	−35	58
Posterior Cingulate	4.36	5.57	0	−30	34
R Inferior Parietal Lobule	−3.75	−4.80	55	−35	27
L Inferior Parietal Lobule	−4.36	−4.07	−49	−31	28
L Paracentral Lobule	−3.71	−4.13	8	−41	53
L Posterior Cingulate	3.93	4.73	−8	−52	20
L Superior Parietal Lobule	3.94	3.79	−25	−69	46