Figure 1.

Overview of fMRI study task and brain regions of interest. (Left panel) Participants viewed a 4-second preparation countdown and were then instructed to view one of the 30-second “The Real Cost” ads. Participants then rated their intention to share the ad on social media and were asked to close their eyes and reimagine the ad in their mind’s eye. Each participant completed these tasks in the same order for all 12 ads; however, the order in which the ads were presented was randomized. The current study focused on neural response during the ad exposure period (outlined in red); sharing ratings and neural responses during the sharing and reimagining portions of this task were not assessed in this study. (Right panel) Neural response was measured in (a) social-processing regions and (b) memory-encoding regions. For additional details on brain regions of interest, please see Supplemental Figure S1. FMRI = functional magnetic resonance imaging.