Figure 1.
(Right-click and Save As)
Figure 2. Set-up of the experiments. The volunteer lies on the scanner table and is able to see on a screen with a mirror system positioned on the head coil. The video beamer is located behind the screen. All the components had to be MR compatible. The stimulus unit and the workstation to perform the scans are located outside the MR room. The volunteer holds response buttons in his hands. With a press on four different buttons he could answer short questions, which are shown with the stimulus pictures.
(Right-click and Save As)
Figure 3.
(Right-click and Save As)
Figure 4. MRI - Significant activations were found in the anterior insula left-hemipheric in well-known brands, e.g. car manufacturers. This brain area is associated with processing of positive emotional stimuli.
(Right-click and Save As)
Figure 5. MRI - In weaker brands, the activations in the anterior insula were bilateral. The right anterior insula is a brain area, which is activated by processing more negative emotional stimuli.
(Right-click and Save As)