During WWII he kept a pinup in his footlocker. Hefner devoured Life, Look, Esquire, True, and Park East he papered his bedroom with Petty girls and Vargas art. But it was the newsstand that gave him a tactile sense of the world. Hollywood films of the thirties filled the young man's mind with opulent dreams, with visions of glamour and the good life. The publisher of Playboy grew up with two competing visions. It took scientists fifty years to figure out what Hugh Hefner knew from day one. As they did, brain scans showed the "reward circuitry" of their brains lighting up like a pinball machine. Not surprisingly, they lingered over the beautiful. Men looked at and evaluated pictures of attractive women.
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