Skip to main content
. Author manuscript; available in PMC: 2017 Oct 20.
Published in final edited form as: J Media Psychol. 2015 Sep 15;27:93–109. doi: 10.1027/1864-1105/a000146

Figure 1.

Figure 1

Task and analysis design. (A) Participants viewed 23 banner ads, which averaged 18 s each in duration. After watching each video, they were asked to rate how much the ad made them want to quit smoking, on a 5-point scale. This was followed by an intertrial fixation period. We extracted activity during the time period participants were watching the banner ads, from our regions of interest in medial prefrontal cortex (MPFC). (B) Histogram of the percentage change in daily smoking across the final sample (negative value = reduction in smoking). Activity in each region of interest was used to predict the percentage change in daily smoking.