From brain variations to individual differences in the color–flavor incongruency effect: A combined virtual reality and resting-state fMRI study

When consumers are searching for a packaged food with a certain flavor label, they are slower and less accurate when the target’s packaging color and flavor label are incongruent than when they are congruent. Here, we conducted a combined virtual reality (VR) and resting-state fMRI study to investigate the spontaneous neural basis of individual differences in this color–flavor incongruency effect. Our results revealed a positive correlation...