What Marketers Can Learn From Lap-Dancers: a Field Study of Ovulatory Cycle Effects on Consumer Behavior

Geoffrey Miller, University of New Mexico, USA; Queensland Institute of Medical Research, Australia
New research shows that women behave quite differently across different phases of the monthly ovulatory cycle. For example, women at peak fertility, just before ovulation, are attracted to different kinds of men, wear more stylish clothing, travel more, go out more, and have more affairs. Building on the evolutionary logic behind these ovulatory cycle effects, the current paper presents a consumer field study done in gentlemen’s clubs. The study finds that lap-dancers earn significantly more tips specifically when they are at peak fertility in their monthly cycle. Implications for understanding women’s behavior as both consumers and marketers is discussed.
[ to cite ]:
Geoffrey Miller (2010) ,"What Marketers Can Learn From Lap-Dancers: a Field Study of Ovulatory Cycle Effects on Consumer Behavior", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 276-279 .