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Contrasts of the Gatorade and Anti‐Fur commercials against the Teacher and Coke commercials. The ROI's shown include the right superior temporal gyrus: at Tal (64,−37,14) t = 5.69 and the right middle frontal gyrus: at Tal (26,32,5) t = 5.40. The graphs in Figure 3a and in Figure 3b depict an increased BOLD signal in the blocks containing the Gatorade and Anti‐Fur commercials relative to the blocks containing the Teacher and Coke commercials for the selected voxels.
