Marketing actions can modulate neural representations of experienced pleasantness
Plassmann et al. 10.1073/pnas.0706929105.
Supporting Information
Files in this Data Supplement:
SI TextSI Table 1
SI Table 2
SI Table 3
SI Figure 5
SI Table 4
SI Table 5
SI Table 6
SI Table 7
SI Table 8
SI Table 9
SI Figure 5
Fig. 5. Activation maps for the contrast high-low price for wines 1 and 2. This figure shows the same contrast as Fig. 2 B and C and E and F, but at a much lower threshold.
Table 1. List of wines used in the study
|
Wine |
Quality rating |
Price |
Vintage |
Appellation |
Grape |
|
1 |
80 |
$5-$6 |
Mixed vintage |
Mixed Napa Valley/Central Coast |
Cabernet Sauvignon |
|
2 |
91 |
$90 |
2002 |
Napa Valley |
Cabernet Sauvignon |
|
3 |
92 |
$35 |
2002 |
Napa Valley |
Cabernet Sauvignon |
Table 2. Results for the contrast wine 1 at high vs. low price (upper) during sampling, and (lower) at swallowing
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
-12, -90, -6 |
Lingual gyrus |
L |
17 |
5.77 |
|
30, 30, 24 |
Middle frontal gyrus, DLPFC |
R |
9 |
5.17 |
|
-6, 0, 39 |
Cingulate gyrus |
L |
|
4.55 |
|
-12, 36, -9 |
Medial frontal gyrus, mOFC/VMPFC |
L |
10/11 |
4.87 |
|
15, -93, -3 |
Lingual gyrus |
R |
17 |
4.03 |
|
-42, -24, -6 |
Middle temporal gyrus |
L |
47 |
5.17 |
|
-18, 42, 6 |
Middle frontal gyrus/VMPFC/ACC |
L |
10 |
3.94 |
|
-24, 30, -4 |
Inferior frontal gyrus, |
L |
47 |
3.81 |
Height threshold: T = 3.61, P = 0.001(unc.). Extent threshold: k = 5 voxels.
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
-4, -10, -9 |
Brainstem, midbrain |
L |
|
3.85* |
|
9, -60, -42 |
Cerebellum, posterior lobe |
R |
|
3.74 |
|
9, -60, 15 |
Posterior cingulate cortex |
R |
30 |
3.54 |
|
4, 27, -4 |
Anterior cingulate cortex |
R |
24 |
3.26 |
|
21, 42, 54 |
Superior frontal gyrus |
R |
8 |
3.25 |
|
-2, 27, -2 |
Anterior cingulate cortex |
L |
24/32 |
3.24 |
|
3, -40, -33 |
Brainstem, pons |
R |
|
3.20 |
|
3, -27, -12 |
Brainstem, midbrain |
R |
|
3.19 |
|
9, -42, -1 |
Parahippocampal gyrus |
R |
30 |
3.11 |
|
-6, -49, 16 |
Posterior cingulate cortex |
L |
30 |
2.9 |
Height threshold: T = 2.806, P = 0.005(unc.). Extent threshold: k = 5 voxels
*Also survives P = 0.001(unc.) and T = 3.5794.
Table 3. Results for the contrast wine 1 at low vs. high price (upper) during sampling and (lower) at swallowing
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
57, 18, 3 |
Inferior frontal gyrus |
R |
45 |
3.94* |
|
57, 12, 24 |
Inferior frontal gyrus |
R |
45 |
3.81 |
|
54, 12, 45 |
Middle frontal gyrus, DLPFC |
R |
8 |
3.11 |
Height threshold: T = 2.8609, P = 0.005(unc.). Extent threshold: k = 5 voxels
*Also survives P = 0.001(unc.) and T = 3.5794.
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
57, 16, 3 |
Inferior frontal gyrus |
R |
45 |
3.73* |
|
-43, 50, 3 |
Inferior frontal gyrus |
L |
10 |
3.65* |
Height threshold: T = 2.8609, P = 0.005(unc.). Extent threshold: k = 5 voxels.
*Also survives P = 0.001(unc.) and T = 3.5794.
Table 4. Results for the contrast wine 2 at high vs. low price (upper) during sampling and (lower) at swallowing
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
63, -9, -21 |
Inferior temporal gyrus |
R |
21 |
6.13 |
|
-30, -24, -6 |
Precentral gyrus |
L |
4 |
5.64 |
|
-2, 48, -20 |
Medial frontal gyrus, mOFC |
L |
11 |
4.99 |
|
3, 48, -19 |
Medial frontal gyrus, mOFC |
R |
11 |
4.99 |
|
21, 0, -18 |
Amygdala |
R |
|
4.96 |
|
6, -57, 24 |
Posterior cingulate cortex |
R |
31 |
4.84 |
|
39, 27, -21 |
Middle frontal gyrus/lOFC |
R |
11/47 |
4.52 |
|
9, 39, -9 |
Medial frontal gyrus/ACC |
R |
10/32 |
4.51 |
|
57, 21, 33 |
Middle frontal gyrus, DLPFC |
R |
9 |
4.35 |
|
9, 54, -3 |
Medial frontal gyrus, VMPFC |
R |
10 |
4.34 |
|
-50, 2, -27 |
Middle temporal gyrus |
L |
21 |
4.15 |
|
15, 30, 57 |
Superior frontal gyrus |
R |
8 |
4.03 |
Height threshold: T = 3.5794, P = 0.001(unc.). Extent threshold: k = 5 voxels.
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
-54, 3, -27 |
Middle temporal gyrus |
L |
21 |
5.38* |
|
3, 33, -21 |
Medial rectal/frontal gyrus, mOFC |
R |
11 |
4.85* |
|
9, 51, -6 |
Medial frontal gyrus, VMPFC |
R |
11 |
4.82* |
|
3, -24, -21 |
Brainstem, midbrain |
R |
|
4.52* |
|
33, -18, -21 |
Parahippocampal gyrus |
R |
|
3.16 |
|
9, -48, 12 |
Posterior cingulated |
R |
|
3.16 |
Height threshold: T = 2.806, P = 0.005(unc.). Extent threshold: k = 5 voxels.
*Also survives P = 0.001(unc.) and T = 3.5794.
Table 5. Results for the contrast wine 2 at low vs. high price (upper) during sampling and (lower) at swallowing
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
-1, -45,-12 |
Cerebellum, culmen |
L |
|
4.08 |
|
-27, 31, 24 |
Frontal lobe, sub-gyral |
L |
|
3.41 |
|
24, 33, 30 |
Frontal lobe, sub-gyral |
R |
|
3.34 |
|
36, 42, 42 |
Middle frontal gyrus, DLPFC |
R |
9 |
3.35 |
Height threshold: T = 2.8609, P = 0.005(unc.). Extent threshold: k = 5 voxels.
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
T |
|
51, -27, 6 |
Superior temporal gyrus |
R |
22* |
7.58 |
|
14, -22, 38 |
Cingulate gyrus |
R |
24* |
5.67 |
|
18, 49, -9 |
Parahippocampal gyrus |
R |
19* |
5.31 |
|
-48, 25, 0 |
Inferior frontal gyrus |
L |
47* |
5.14 |
|
-51, -27, 0 |
Superior temporal gyrus |
L |
22* |
4.92 |
|
52, 26, 0 |
Inferior frontal gyrus |
R |
47 |
3.91 |
|
-9, 3, 43 |
Cingulate gyrus |
L |
24 |
3.90 |
|
38, -23, 19 |
Posterior insula |
R |
13 |
3.54 |
|
-60, -39, -3 |
Middle temporal gyrus |
L |
21 |
3.45 |
|
33, -66, 0 |
Middle occipital gyrus/lingual gyrus |
R |
24 |
|
Height threshold: T = 2.806, P = 0.005(unc.). Extent threshold: k = 5 voxels.
*Also survives P = 0.001(unc.) and T = 3.5794.
Table 6. Results for the conjunction analysis for wines 1 and 2 comparing activity at high vs. low price (upper) during sampling and (lower) at swallowing
A.
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
|
-4, 43, -16 |
Medial frontal gyrus, mOFC/ACC |
L |
11/32 |
|
4, 33, -13 |
Medial frontal gyrus, mOFC |
R |
11 |
Height threshold: T = 2.87, P = 0.005(unc.). Extent threshold: k = 5 voxels.
|
MNI-coordinate (x, y, z) |
Region |
Side |
BA |
|
-6, -15, -12 |
Brainstem, midbrain |
L |
|
|
5, 38, -9 |
Medial frontal gyrus, ACC |
R |
11/32 |
|
-3, 45, -18 |
Medial frontal gyrus, ACC |
L |
11/32 |
|
4, -39, -38 |
Brainstem, pons |
R |
|
|
9, -51, 15 |
Posterior cingulate |
R |
|
Height threshold: T = 2.87, P = 0.005(unc.). Extent threshold: k = 5 voxels.
Table 7. Results for the contrast administration of a wine vs. neutral solution (upper) during tasting (lower) at swallowing
|
MNI |
Area |
Side |
BA |
T |
|
-33, -93, -3 |
Middle occipital gyrus |
L |
18 |
3.86 |
Height threshold: T = 3.5794, P = 0.001(unc.). Extent threshold: k = 5 voxels.
|
MNI |
Area |
Side |
BA |
T |
|
-32, 24, 3 |
Anterior insula |
L |
13 |
5.51 |
|
32, 24, 3 |
Anterior insula |
R |
13 |
5.15 |
|
12, 24, 30 |
Anterior cingulate |
R |
24 |
4.90 |
|
5, 24, 48 |
Medial frontal gyrus |
R |
6/8 |
5.28 |
|
-3, 24, 47 |
Medial frontal gyrus |
L |