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(A) Regions showing increased activity during self-referencing relative to social desirability rating. (B) Extracting parameter estimates from regions of MPFC and PCC defined in a contrast of increasing self-relevance in Moran et al. (2006) revealed increased activity in both regions during self-referencing relative to social desirability rating, and increased activity in MPFC with greater self-relevance, but only during self-referencing.
