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Neural activity during online antismoking ads predicts smoking behavior change. Proportional behavior change is plotted against percentage signal change in activity from the: (A) MPFC sunscreen region of interest (ROI; Falk et al., 2010), r2 = 0.18; (B) MPFC self-localizer ROI, r2 = 0.16; and (C) MPFC subjective value ROI (Bartra et al., 2013), r2 = 0.13.
