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Previous studies have found gender differences in body-related attentional bias (AB), with women showing AB towards weight-related body parts. However, few studies have assessed the relationship between body-related AB and muscularity dissatisfaction (MD) in men. This study aimed to assess the presence of muscle-related AB in men, using a combination of a virtual reality (VR) embodiment-based technique and eye-tracking (ET) technology. Twenty men with high MD and 20 with low MD, owned a virtual avatar that had the same silhouette and body mass index as the participant. To analyze the gaze data, muscle-related areas of interest (M-AOIs) and nonmuscle-related areas of interest (NM-AOIs) were defined. The complete fixation time and the number of fixations on each AOI were recorded. Mixed between (group)-within (AOI_condition) analyses of variance showed a statistically significant interaction between group and time ( p &lt; 0.05) in both AB measures. Follow-up analyses revealed an AB towards M-AOIs only in men with high MD. Overall, men with high MD spent more time looking and displayed a higher number of fixations on M-AOIs, specifically the chest and shoulders, compared to men with low MD. This study provides new information about the relationship between MD and body-related AB in men. Combining VR with ET technologies presents interesting opportunities in the study of body image in men.

Body-Related Attentional Bias among Men with High and Low Muscularity Dissatisfaction