Trustworthiness judgments of faces activated the amygdalae, whereas trustworthiness judgments of brands mainly activated cortical regions

Faces are highly salient social stimuli that are processed automatically

The orbitofrontal cortex is assumed to generate a prediction about an object’s identity before the object is actually recognized

This finding fits well with the rapid trustworthiness evaluations that occur within milliseconds

Brand trustworthiness judgments rely more strongly on higher-order cognitive processing