Playing the Field: the Effect of Fertility on Women's Desire For Variety

Ashley Rae, University of Texas at San Antonio, USA
Kristina M. Durante, University of Texas at San Antonio, USA
Four studies examine how fertility influences women’s desire for variety. Ovulating women have increased preference for variety in consumer product choice. Variety seeking is mediated by an increase in desire for new men near ovulation. Minimizing the salience of mate attraction goals suppressed the ovulatory effect on variety seeking.
[ to cite ]:
Ashley Rae and Kristina M. Durante (2013) ,"Playing the Field: the Effect of Fertility on Women's Desire For Variety", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.