Regional and network neural activity reflect men's preference for greater socioeconomic status during impression formation.

Evidence from social psychology suggests that men compared to women more readily display and pursue control over human resources or capital. However, studying how status and gender shape deliberate impression formation is difficult due to social desirability concerns. Using univariate and multivariate fMRI analyses (n = 65), we examined how gender and socioeconomic status (SES) may influence brain responses during deliberate but private impression formation. Men more than women showed greater activity in the VMPFC and NAcc when forming impressions of high-SES (vs. low-SES) targets. Seed partial least squares (PLS) analysis showed that this SES-based increase in VMPFC activity was associated with greater co-activation across an evaluative network for the high-SES versus low-SES univariate comparison. A data-driven task PLS analysis also showed greater co-activation in an extended network consisting of regions involved in salience detection, attention, and task engagement as a function of increasing target SES. This co-activating network was most pronounced for men. These findings provide evidence that high-SES targets elicit neural responses indicative of positivity, reward, and salience during impression formation among men. Contributions to a network neuroscience understanding of status perception and implications for gender- and status-based impression formation are discussed.