• Jianping Huang, Yang Sun, and Xiaoang Wan.
• Department of Psychology, Tsinghua University, Beijing, China.
• Neuroscience. 2020 Apr 1; 431: 64-72.

AbstractVisual aesthetics influence consumers' perception, acquisition, and usage of products, but the level of significance that a commercial product's visual aesthetics hold for each consumer varies from one person to another. Such individual difference is referred to as the centrality of visual product aesthetics (CVPA). Previous research has revealed that female adults scored higher than male adults in the self-reported CVPA scale. In order to identify the neuroanatomical correlates of this gender difference, we conducted a voxel-based morphometry (VBM) study to examine the association between the CVPA and gray matter volume (GMV) in a large sample of healthy adults from mainland China. The results revealed positive correlations between the female participants' CVPA scores and the GMV in two brain areas liked to reward processing, namely the left medial orbitofrontal cortex (mOFC) and the left dorsal striatum. By contrast, the results revealed a negative correlation between the male participants' CVPA scores and their GMV in the left mOFC. Collectively, these findings suggest that the level of significance that a commercial product's visual aesthetics hold for consumers may be associated with the rewards that they are able to receive from them. These findings also provide empirical evidence about the neuroanatomical correlates of self-reported values.Copyright © 2020 IBRO. Published by Elsevier Ltd. All rights reserved.

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