Effects of subjective preference of colors on attention-related occipital theta oscillations

► We investigated neural modulations related to visual attention by analyzing subjective color preferences. ► We analyzed EEG data during preference judgment tasks. ► Occipital theta synchronizations and alpha desynchronizations showed lateralization of visual attention. ► Theta oscillations were enhanced during selection of the preferred stimulus. ► Visual attention-related brain activities are influenced by subjective preferences.