Van Hooff, J. C., Crawford, H., Van Vugt, M. (2010). The wandering mind of men: ERP evidence for gender differences in attention bias towards attractive opposite sex faces. Social Cognitive and Affective Neuroscience. doi:10.1093/scan/nsq066
To examine the time course and automaticity of our attention bias towards attractive
opposite sex faces, event-related potentials (ERP) were recorded from 20 males and 20
females while they carried out a covert orienting task. Faces that were high, low, or average
in attractiveness, were presented in focus of attention, but were unrelated to task goals.
Across the entire sample larger P2 amplitudes were found in response to both attractive and
unattractive opposite sex faces, presumably reflecting early implicit selective attention to
distinctive faces. In male but not female participants this was followed by an increased late
slow wave for the attractive faces, signifying heightened processing linked to motivated
attention. This latter finding is consistent with sexual strategy theory, which suggests that
men and women have evolved to pursue different mating strategies with men being more
attentive to cues such as facial beauty. In general, our ERP results suggest that, in addition
to threat-related stimuli, other evolutionary-relevant information is also prioritised by our attention systems.