Gender differences on importance of physical attractiveness

Studies generally show that men on average place greater emphasis on physical attractiveness than women do, with women being more attracted to personality-based traits by comparison. A 2003 study in the area concluded that heterosexual women are about equally aroused when viewing men or women. Heterosexual men were only aroused by women. This study verified arousal in the test subjects by connecting them to brain imaging devices. Evidence of this theory are present in the real world, men, in general are universally sexually attracted (and willing to have sex with immediately) to physically attractive females, yet most women are not willing to have sex with attractive men whom they have no yet had the chance to be fully introduced to. Women are also generally the ones to be concerned more with appearance, whereas males will be less occupied. Scientific evidence of this is the fact that men are fertile their entire lives, but women lose fertility and a fertile appearance (thus their attractiveness) upon menopause. This study concluded that "men who demonstrate an extraordinary personality, despite their age, are sexually appealing to fertile females", and "women who possess a fertile appearance [this window lasts from the onset of puberty to menopause], are sexually appealing to men"; thus women lose their sexual appeal eventually, and men do not.