Table 4.

Regions of interest obtained from the whole brain analysis

Region Name	No. Voxels	X	Y	Z	F-value	P-value
Food Brands > Non-food Brands
R. Lingual Gyrus	27	22	−94	−8	13.13	0.00002
Food Brands > Control Images
R. Fusiform Gyrus	338	39	−62	−14	20.23	<0.00001
R. Precuneus*	21	13	−60	28	8.77	0.0005
R. Lingual Gyrus*	36	1	−87	−9	10.75	0.0001
L. Supramarginal Gyrus *	20	−36	−42	34	8.58	0.0006
L. Fusiform Gyrus	574	−40	−58	−14	21.91	<0.00001
Non-food Brands > Control Images
R. Fusiform Gyrus	356	41	−60	−14	17.74	0.000002
R. Supramarginal Gyrus*	36	35	−41	35	9.67	0.0002
R. Lingual Gyrus*	134	8	−92	−3	11.27	0.00009
L. Cuneus*	18	−10	−99	5	9.09	0.0004
L. Fusiform Gyrus	526	−41	−64	−12	21.78	<0.00001

Reported regions are at a voxel-wise P-value = .001 and k = 17

^*Greater BOLD response for control stimulus

(R = Right; L = Left)