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Marketing actions can modulate neural representations of experienced pleasantness

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Fig. 1.
Fig. 1.

Experimental design and behavioral results. (A) Time course for a typical trial. (B) Reported pleasantness and intensity rating scales. (C) Reported pleasantness for the wines during the cued price trials. (D) Taste intensity ratings for the wines during the cued price trials. (E) Reported pleasantness for the wines obtained during a postexperimental session without price cues.

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