Consumer Neuroscience investigated via functional Magnetic Resonance Imaging.

Human decision-making is driven by subjective values assigned to
alternative choice options, and these valuations are based on reward
cues. This study investigates the extent to which culturally defined
but highly meaningful reward cues incidentally affect generic economic
decisions. Participants are subliminally presented with a widely
recognized brand logo as a reward cue just before they make unrelated
economic choices. Functional Magnetic Resonance Imaging is used to identify brain regions in which the encoding of the subjective value of the choice options is directly modulated by the cue.