An activity spike in the leftprefrontal cortex--an "approach" response to the image of a Kit Kat chocolate bar--would suggest the subject is attracted to the brand image or message.
Perhaps for similar reasons, the control system of the brain, which includes areas like the left lateral prefrontalcortex, gets particularly good press.
In the study, he and colleagues focused on an area of the brain called the left dorsolateral prefrontalcortex (DLPFC), which has been strongly implicated in our ability to play with numbers in our heads.
The results suggest that these emotions are handled in the medial prefrontalcortex (the middle of the front of the frontal lobe), the left posterior superior temporal sulcus (one of the furrows towards the side of the brain) and the visual cortex (towards the back of the brain).