Fig. 1.

Trial structure. During each trial of the encoding session (day 1), subjects were presented with the photo of a celebrity followed by the photo of an object (product). All stimuli were separated by varying ISI. Subjects were instructed to indicate whether or not they see a link between the celebrity and the object. The gradient bar represents the time when BOLD signal was modelled for each trials. On day 2, recognition memory and attitude towards the object presented in two separate sessions were tested. Finally, familiarity, physical attractiveness and perceived expertise of celebrities were measured (this step is not depicted here). A sketch of a celebrity and not a real photo as used in the study is presented in the figure due to potential copyright restrictions.