While many people are scrambling to wrap up their holiday shopping, new research from Wayne State University shows that women and men are distinctively different when making purchase decisions, even at a preconscious level. William Jones, assistant professor in the School of Business Administration, just completed the first neuromarketing study of consumer brain activity and math anxiety during purchase decisions. Results indicate that math anxiety, promotion format and gender combine to influence consumer purchase decisions.

http://detroit.cbslocal.com/2011/12/21/wsu-study-gender-specific-brain-activity-math-anxiety-affect-consumer-habits/
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http://www.dailytribune.com/articles/2011/12/21/news/doc4ef1f1b8ca30c298822220.txt