“…Regarding the first, it is difficult to determine a US whose rewarding properties or subjective pleasantness is inter‐individually equivalent. So far, a variety of both primary and secondary stimuli have been used for appetitive reinforcement, for example, food (Andreatta & Pauli, ; Blechert, Testa, Georgii, Klimesch, & Wilhelm, ; van den Akker et al, ; Wardle, Lopez‐Gamundi, & Flagel, ), drink (Ebrahimi et al, ; O'Doherty, Buchanan, Seymour, & Dolan, ; O'Doherty, Dayan, Friston, Critchley, & Dolan, ; Pauli et al, ; Prévost, McNamee, Jessup, Bossaerts, & O’Doherty, ), odor (Gottfried, O'Doherty, & Dolan, ; Hermann, Ziegler, Birbaumer, & Flor, ; Stussi, Delplanque, Corai, Pourtois, & Sander, ), attractive faces (Bray & O'Doherty, ), erotic images (Klucken et al, , , ; Klucken, Wehrum‐Osinsky, Schweckendiek, Kruse, & Stark, ), and money (Austin & Duka, ; Delgado, Gillis, & Phelps, ; Ebrahimi et al, ; Tapia León, Kruse, Stalder, Stark, & Klucken, ). Although there exists a certain overlap, primary and secondary rewards are processed in distinct neural systems (Sescousse, Caldú, Segura, & Dreher, ).…”