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. 2016 Aug 1;113(33):9238–9243. doi: 10.1073/pnas.1519853113

Fig. 3.

Fig. 3.

Right anterior insula and NAcc activation across selling (WTA) and buying (WTP) tasks in the experience groups in Study 1, and the insula and NAcc activation change scores in Study 2. (A) The insula ROI was the Talairach labeled right insula, anterior to y = 0 (16). (B) Selling experience significantly lowered insula signal for WTA in Study 2. The same pattern was observed in Study 1 in a regression analysis, although in the ANOVA, only the main effect of experience emerged (P < 0.05; Results) without interacting with task. (C) The NAcc ROI was defined as 8-mm spheres centered on MNI coordinates ±12, 10, −2 (42). (D) NAcc did not differ with experience in Study 1 but decreased for WTP in Study 2 (P < 0.01; Results). Percentage signal change values were adjusted for demographics and task order in Study 1. Δ Percentage signal change values in Study 2 are computed as Session 1 subtracted from Session 2, adjusted for age and item set. *P < 0.05 (two-tailed).