Figure 4
From: Involvement of bilateral insula in brand extension evaluation: an fMRI study
Comparison of positive and negative responses with respect to (a) absolute values of response and (b,c) reaction time. Black lines indicate each participant’s mean response value (a total of 27 participants; see in the text how response value was determined). An asterisk indicates a significant difference between two groups (ps < 0.001). (a) Higher absolute response values represent that participants either more strongly accept (Positive) or deny (Negative) a given brand extension sample. (b) The reaction time (RT) was measured in second. (c) All participants’ data was aggregated and plotted with random jittering. Diamond with black line indicate mean of reaction time for each response group.
