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)...

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