Figure 1.

Experimental Procedure. A, In the scanner participants were presented with 60 different activities and 60 different snack foods in written form, each presented for three seconds with the instruction to imagine how much pleasure they would derive from it. Each item was presented twice, resulting in 240 trials. B, After scanning, participants made 500 binary choices between the presented items followed by a rating task in which they rated each of the 120 items on a visual analog scale.