The distributed neuronal systems supporting choice-making in real-life situations: differences between men and women when choosing groceries detected using magnetoencephalography

In this work, magnetoencephalography was used to study the temporal dynamics of neural responses in 16 subjects (eight women, eight men) choosing among different day‐to‐day consumer items. At short latencies ( 1500 ms) when brand knowledge is low. This is consistent with the late binding of (brand) memories and evaluation of multiple sources of information when a choice is not obvious. γ‐Activity showed that women may activate larger neural networks when preference is high, suggesting that men and women exhibit different patterns of neural activity even though their overt performances are similar.