Our study has found a significant correlation between consumption of Aldis products and cerebral activations in areas responsible with processing emotion such as head of the caudate nucleus part of the ventral striatum.
Hence, specific products triggered activations in the brain areas for emotion only for consumers of those specific products and this effect was absent for non-consumers.
So the fMRI was able to make the distinction between real consumers of a product and those who don’t consume that particular product.