Previous emotion regulation research has been successful in altering aversive emotional reactions. It is unclear, however, whether such strategies can also efficiently regulate expectations of reward arising from conditioned stimuli, which can at times be maladaptive (for example, drug cravings). Using a monetary reward-conditioning procedure with cognitive strategies, we observed attenuation in both the physiological (skin conductance) and neural correlates (striatum) of reward expectation as participants engaged in emotion regulation.The expectation of a potential reward elicits positive feelings and aids in the learning of environmental cues that predict future rewards. Central to this process is the role of the striatum, a multifaceted structure that is involved in affective learning and general reward processing across species 1-3 , which is particularly engaged when potential rewards are predicted or anticipated 4-6 . However, this striatum signal can also be maladaptive and correlates with drug specific cravings 7 , potentially increasing urges to partake in riskseeking behavior 8 . Given this, it is important to understand how to regulate or control the positive feelings associated with reward expectation. One promising method for examining this is the utilization of cognitive strategies commonly used in both social 9 and clinical 8 disciplines. Emotion regulation strategies, for example, have been successful in attenuating aversive emotional reactions that are elicited by various types of negative stimuli 10 , a pattern that is also reflected in neural regions involved in emotion, such as the amygdala, with both behavioral and subcortical neural modulations possibly mediated by prefrontal cortical regions 11,12 . Less is known, however, about the efficacy of such strategies with positive, anticipatory feelings that are elicited by a conditioned appetitive stimulus. The goal of our study was to investigate the influence of emotion regulation strategies on the physiological and neural correlates underlying expectations of reward. We hypothesized that cognitive strategies should successfully decrease arousal elicited by reward-conditioned cues while attenuating reward-related activity in the striatum.Fifteen participants who gave written consent were presented with an adapted version of a classical conditioning procedure that has been previously used to study aversive learning 13 . Specifically, participants were presented for 4 s with two conditioned stimuli, a blue and a Fig. 1a). Prior to each trial, participants were also given a written cue for 2 s that instructed them to either attend to the stimulus (that is, "think of the meaning of the blue square, such as a potential reward") or regulate their emotional response to the stimulus (that is, "think of something blue in nature that calms you down, such as the ocean"). These antecedent-focused emotion regulation strategies are postulated to work early in the emotional process to influence the final emotional output 9 . Notably, there are a var...