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fMRI signal change at the left dorsolateral prefrontal cortex (−42, 16, 40; BA9/6). (A) The correlation between the signal change during the negative advertisements and the preference change towards a favoured candidate during the negative advertisements (=post-negative-advertisement preference for the attacked candidate – pre-negative-advertisement preference for the attacked candidate). (B) Mean comparison between the Unchanged and Changed Groups for each advertisement session.
