In the results of the time-average LORETA for the first second, it was clear that only the known brands provoked activations in the frontal cortex. Specifically the most indifferent brands caused activation in the orbital frontal cortex, being its medial area responsible for monitoring outcomes (Amodio & Frith, 2006). This may indicate that while assessing the indifferent brands, the subjects where assessing also their possible outcomes, evaluating if these brands might or might not bring rewards. The positive-rated brands have much weaker activations in this area, maybe because the subjects are much more conscious of their existing reward. Instead in these brands, the anterior rostral medial frontal cortex is the one activated (almost exclusively for these brands).