Subjects were instructed with regards to the fMRI procedure and the experimental design, and were asked to lie in the machine whilst receiving assistance from medical personnel.
Instructions lasted approximately 10 minutes.
Subsequently, a radiologist scanned the participant. In the fMRI scanner, participants were presented with images of the selected product (wrapped, in its package) from each studied brand, i.e., Agricola, Aldis, Caroli and Transavia (see Figure 2).