Fig. 3.
The effect of price on both wines. (A) Conjunction analysis. Activity in the mOFC/rACC was higher in the high- than in the low-price condition for both wines 1 and 2. (B) Correlation of behavioral and BOLD responses (r = 0.49, P < 0.001). Each point denotes an individual wine pair. The horizontal axis measures the change in reported pleasantness between the high- and low-price conditions. The vertical axis computes an analogous measure using the betas from the general linear model in a 5-mm spherical volume surrounding the area depicted in A.
