Figure 1.
Schematic drawing of the paradigm.
Pictures of the logos of Coca Cola, Pepsi Cola, River Cola and T-Cola were presented but cannot be depicted here due to creative common license of PLoS One.
Figure 2.
Liking judgement of Cola taste stimulus administered during scanning split up according to the different brand cues.
Error bars depict the standard deviation.
Figure 3.
Contrast maps depicting (A) the contrast of weak (River Cola, T Cola) vs. strong (Coca Cola, Pepsi Cola) brands during cue presentation parametrically modulated with liking judgement over 15 subjects (p<0.001, cluster >18) mapped onto an MNI template shows activity within medial orbitofrontal cortex (mOFC: 9, 42, −6, BA 10). (B) Coca Cola vs. Pepsi Cola brand during cue phase shows activity within right amygdala (39, 0, −27). (C) Contrast of strong (Coca Cola, Pepsi Cola) vs. weak (River Cola, T Cola) brands during taste phase shows activity within left striatum (−15, 27, −9).
Figure 4.
Box plot depicting the difference in BOLD per cent signal change in left striatum in strong (Coca Cola, Pepsi Cola) compared to weak (River Cola, T Cola) brands in participants who report to drink Cola with a frequency of 0 days a week on average and participants reporting to report Cola more than once a week.
Error bars depict the standard deviation.