Because of the lack of statistical significance when directly comparing the different groups, we based our discussions also in the indirect comparisons. The position and size of the clusters most relevant in the study resulting from the comparison of the groups with the baseline is described in the Table 3. From these results it is interesting to see that only the known brands activated the frontal cortex, the most indifferent activating more the ventral region (BA 11, 47) and the most preferred activating more the anterior rostral medial frontal region (BA 10).
Not shown here are the images resulted from the analysis of the temporal dynamics. In them we can see the different processes happening from the presentation of the stimulus to the decision of the classification. It can be seen first an activation around 100 ms after in the visual cortex (BA 17, 18 and 19); after an activation of the angular and the supramarginal gyrus around the 200 ms related to the reading of the name of the brand, and simultaneously with activations in the precuneus (BA 7, 31) related with attention and recognition memory.