One of the experiments presented (that illustrates how consumers are not good at reporting how they feel, think or behave) consisted in projecting on a screen inside the fMRI machine images with cigarette packaging that contained health warning labels. The results of scanning a group of smokers were unexpected: the warning labels stimulate an area of the brain (nucleus accumbens) that lights up when people are craving something. So, the messages and images that aimed scaring smokers in order to reduce cancer rates and save lives, actually encourages them to light their cigarettes and this way they became a marketing tool, although the subjects of the study said that they were concerned about the labels and the negative health consequences.