Hormones and Prosocial Behavior: the Influence of the Menstrual Cycle on Gift-Giving Propensity

Eric Stenstrom, Concordia University, Cananda
Gad Saad, Concordia University, Cananda
Can the menstrual cycle influence not only what women buy, but also for whom? Utilizing a 35-day panel study, we find that women allocate significantly more money towards gift-giving during the luteal phase than during the fertile phase. Our findings suggest that women’s affiliative goals fluctuate across the menstrual cycle.
[ to cite ]:
Eric Stenstrom and Gad Saad (2012) ,"Hormones and Prosocial Behavior: the Influence of the Menstrual Cycle on Gift-Giving Propensity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1124-1124.