Fertility and Women’S Desire For Luxury Products

Aekyoung Kim, Rutgers University
Kristina Durante, Rutgers University
What factors influence women’s desire for luxury goods? Drawing the ovulatory competition hypothesis, we examined whether women’s desire for luxury products is linked to fluctuations in the hormones that regulate fertility. Fertility had positive effects on women’s luxury spending and materialism. Additional studies showed a specific boundary condition for this effect.
[ to cite ]:
Aekyoung Kim and Kristina Durante (2015) ,"Fertility and Women’S Desire For Luxury Products", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 590-591.