The American Journal of Agricultural Economics just released a forthcoming paper I co-authored with John Crespi, Brad Cherry, Laura Martin, Brandon McFadden, and Amanda Bruce. Why so many authors? Because it takes a lot of brains to try to figure out what's going on in people's brains when making decisions about food.
Here's a description from the paper of what we did:
Here's one of the figures from the paper. The orangish-yellowish areas indicate brain areas that were more active when the person was choosing between milks with different characteristics vs. when they were just looking at milk with different characteristics. Choosing really is a different mental process than simply looking.
We find that we can predict choice and decision time based on activation in different brain areas.
Here's how the paper ends: