The shopping brain: Math anxiety modulates brain responses to buying decisions

► We examine effects of math anxiety and gender on brain responses to consumer choices. ► Larger P200 amplitudes were linked to buys under no promotions among high math-anxious females. ► Larger FN400 amplitudes were linked to buys under promotions among high math-anxious females and low-math anxious males. ► P3 was larger for buys among high math-anxious females but for non-buys among low math-anxious females under promotions. ► P3 was larger for buys among high math-anxious males, but non-buys among low math-anxious males under no promotions.