Figure 3
From: Involvement of bilateral insula in brand extension evaluation: an fMRI study
Mean response of acceptability toward each brand extension pair. light gray and dark gray box indicate beverage-to-beverage (BB) and beverage-to-household appliance (BH) brand extension pair stimuli (pre-determined by experimenters) each. Asterisk indicates that response to that pair were significantly far from zero (i.e., either positive or negative for BB and BH each) (ps < 0.05). All light gray boxes were expected to show significantly high fit response (asterisk, ps < 0.05). However, there was exceptions (vacant, ps ≥ 0.05).
