Fig. 5: Food pleasantness and self-control task.

A Participants performed another fMRI task in which they viewed a variety of foods that varied in nutritional content. During separate task blocks, they rated either the expected pleasantness of eating those foods or the degree of self-control required to NOT eat those foods. B Though the contextual framing of the conditions varied, participants’ average ratings across the pleasantness and self-control conditions were nearly perfectly correlated. All food images depicted here are original images prepared and photographed for this fMRI task. See the “Experimental design” section for more details.