Figure 2.

Contrasts of the Anti‐Fur commercial (×4 balanced) against the other four commercials for comparison of the pleasure dimension. The ROIs shown in Figure 2a and in Figure 2c include bilateral inferior frontal gyri: right at Tal (46,37,−8) t = 5.64 and left at Tal (−43,35,−4) t = 5.69 and the bilateral middle temporal gyri: right at Tal (59,19,12) t = 5.81 and left at Tal (−55,−19,−5) t = 5.21. The graphs in Figure 2b,d depict an increased BOLD signal in all four commercials relative to the Anti‐Fur commercial block for the selected voxels. Each of the five commercials is represented by a different color (Teacher = blue, Evian = yellow, Coke = red, Gatorade = green, Anti‐Fur = brown).