Our happy hour fact to amaze your drinking buddies with.

When a celebrity endorses a product, it affects the brain of a woman in a way that non-celebrity product endorsements does not.

Researchers at Erasmus University in the Netherlands scanned the brains of 24 women as they looked at 40 different color photos of women wearing the same pair of shoes. In some of the photos, celebrities wore the footwear; in others, it was equally attractive non-celebrities who were sporting the pumps.

When the women looked at the celebrity photos, the scan revealed increased activity in their medial orbitofrontal cortex, which is the part of the brain that is associated with feeling affection. The medial orbitofrontal cortex never lit up when the women stared at the photos of the non-celebrity endorsers.

A-ha! So the key to getting the fickle feminine brain to do what you want is hiring your very own celebrity endorser. We hear Pauly Shore is available for that kind of work.