Ovulatory Cycle Effects on Women’S Attention to High-Status Products

Inge Lens, K.U. Leuven, Belgium
Karolien Driesmans, K.U. Leuven, Belgium
Luk Warlop, K.U. Leuven, Belgium
Mario Pandelaere, Ghent University, Belgium
This research relates women’s attention to status-conveying stimuli to the evolutionary principles of reproduction and mate selection. We show that the attention of normally cycling women to high-status products is higher around ovulation than during less fertile phases in their menstrual cycle. Pill use eliminates cycle phase effects.
[ to cite ]:
Inge Lens, Karolien Driesmans, Luk Warlop, and Mario Pandelaere (2011) ,"Ovulatory Cycle Effects on Women’S Attention to High-Status Products", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.