Table 2.

Brain regions in which activation covaries with differences in attitudes toward congruent (MP × MV + FP × FV) minus incongruent (MP × FV + FP × MV) commercials

Brain region	Peak MNI‐coordinates (mm)
	x	y	z	Z value	T	K	Effect Sizea
Congruent minus incongruentb
L superior temporal gyrus	−51	−34	14	4.44	5.51	57	.84
L Heschl's gyri	−36	−22	17	4.38	5.40		.83
R posterior cingulate cortex	6	−31	23	4.04	4.82	22	.76
R posterior cingulate cortex	6	−40	23	3.39	3.85		.64

^aEffect Size = Z/√N.

No clusters survived at p < .001, k ≥ 36. Peak of clusters significant at p < .001, k ≥ 20 voxels are reported.