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.

<p>Error bars depict the standard deviation.</p

Figure 3

<p>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).</p

Schematic drawing of the paradigm.

<p>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.</p

Liking judgement of Cola taste stimulus administered during scanning split up according to the different brand cues.

<p>Error bars depict the standard deviation.</p

Correlation (Pearson) of prefrontal glutamate level and “perspective taking” score

<p>Correlation (Pearson) of prefrontal glutamate level and “perspective taking” score</p

Right FFA activation resulting from a whole brain parametric analysis with the anthropomorphism score for each car (in orange) and the activity resulting from the independent localizer for right FFA based on the contrast faces vs. houses (in blue) is depicted.

<p>Right FFA activation resulting from a whole brain parametric analysis with the anthropomorphism score for each car (in orange) and the activity resulting from the independent localizer for right FFA based on the contrast faces vs. houses (in blue) is depicted.</p

Car stimuli shown during fMRI scanning (A). Post-scanner rating of cars, where participants entered adjectives that characterize the car (“This car is …”) (B).

<p>Car stimuli shown during fMRI scanning (A). Post-scanner rating of cars, where participants entered adjectives that characterize the car (“This car is …”) (B).</p

Schematic illustration of the results of the linear mixed model, where prediction of bilateral fusiform face area (FFA) activation benefits from the inclusion of the individual's degree of anthropomorphism of the specific car, whereas the prediction of temporoparietal junction (TPJ) and medial prefrontal cortex (MPFC) does not seem to be associated to the tendency to anthropomorphize.

<p>Schematic illustration of the results of the linear mixed model, where prediction of bilateral fusiform face area (FFA) activation benefits from the inclusion of the individual's degree of anthropomorphism of the specific car, whereas the prediction of temporoparietal junction (TPJ) and medial prefrontal cortex (MPFC) does not seem to be associated to the tendency to anthropomorphize.</p

Grand averaged auditory evoked responses of healthy controls (blue) and schizophrenia patients (green) pooled across electrodes Fz and Cz.

<p>Stimulus onset at 0 ms. (A) Event-related responses to deviant (solid lines) and to standard stimuli (dotted lines) stratified by group. (B) Difference waveforms (deviant minus standard) with a clear mismatch negativity component between 100 and 200 ms. Topographic maps are given for the maximum amplitude of the MMN for both groups.</p