Because the experience of shopping in a super market or a mall is similar to laying in an MRI making all sorts of loud and disturbing noises? How they can even attempt to draw these conclusions is just farcical to me
fMRI studies are largely bullshit in the best of times. Using it to study an abstract effect is doubly so.
> Some people like to use the salmon study as proof that fMRI is woo, but this isn't the case, it's actually a study to show the importance of correcting your stats.