A fast neural signature of motivated attention to consumer goods separates the sexes.

Exploratory testing revealed that shoes approached significant gender differences ( t (18) = 1.6; p = 0.6; one sided) with shoes being more arousing for women (mean = 4.1) than men (mean = 3.0).

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Magnetoencephalography: source analysis Beginning around 120 ms and ending around 190 ms after stimulus onset, highly significant interactions of gender and stimulus category within the ventral visual stream at secondary but not primary occipital and at temporal cortex areas were observed.

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