"Latent Preference Representation in the Human Brain for Scented Products: Effects of Novelty and Familiarity".

Decoding latent preferences for novel products is crucial for understanding decision-making processes, especially when subjective evaluations are unclear. Brain activity in regions like the medial orbitofrontal cortex and nucleus accumbens (NAcc) correlates with subjective preferences. However, whether these regions represent preferences toward novel products and whether coding persists after familiarity remain unclear.