My take on it is that it's multifactorial.
First, I will say that men are not immune to the love of attention and adoration; we just dont actively SEEK it out like many women will. I think men are more interested in recognition of their efforts and achievements than they are in simple acknowledgment of their presence.
In simple terms, men want positive reinforcement for what they DO, whereas women seek this for simply BEING.
Think about the way we talk to little girls and boys. With little girls, we tell them they are pretty, they are lovely, their singing is beautiful. We call them sweetie, honey, console them if they fall and coddle them if they cry.
With boys, conversely, we tell them "good job!" "nice shot!" "You're so strong!" When boys fall we admonish them to get up and not whine about it. When they cry we dont let them carry on for hours and coddle them. Dont be a baby, we say.
So you can see where this begins in childhood. The other component is the way our society exalts beauty and sexuality in women. Beauty and sex appeal are rewarded, not only with attention but also with tangible benefits. It is no secret that beautiful women generally have an easier path through life. They are given more attention as girls and when they grow up, men practically fumble over themselves to offer them jobs, favors, and money spent just for a chance at sex.
Add to that the social pecking order in groups of females that favors the girls who garner the most (positive) attention. The girl at the top is the one the rest of them hate but secretly want to be. She is so pretty and charming that all the men want to fvck her, and women want to be her.
This actually really used to bother me; the fact that so many women constantly pine for attention. I think as I've gotten older I've simply learned that it is in their nature AND their nurture, and I only have to give affection to the ones I choose.