Figure 2.

Variance explained by self-report alone and self-report combined with neural activity in medial prefrontal cortex (MPFC). (a) A regression model including self-reported intentions, self-efficacy, and ability to relate to messages predicted 14.6% of the variance in behavior change. (b) A regression model including self-report measures plus neural activity during ad exposure in MPFC predicted 35% of the variance in behavior change ( $R_{\text{change}}^2={.20}^{\ast }$). * p < .05.