Figure 2.

Association between past 8-week TRPs and predicted cued ad recall, at higher and lower levels of ad-elicited neural response in social-processing and memory-encoding regions, controlling for whole-brain neural response and potential covariates. In each figure, the blue line illustrates the relationship between past 8-week TRPs and cued recall, as predicted by (a) the social-processing moderation model and (b) the memory-encoding model (see Table 1), for ads that elicited higher levels (+0.5 SD) of neural response in the corresponding brain regions. The orange line illustrates the relationship between past 8-week TRPs and predicted recall for ads that elicited lower levels (-0.5 SD) of neural response in corresponding brain regions. Results reflect predicted relationships between TRPs, cued recall, and neural response in these regions, holding whole-brain neural response and potential covariates constant. TRP = target rating points. SD = standard deviation.