The Effects of the Menstrual Cycle on Food and Appearance-Related Consumption

Gad Saad, Concordia University, Canada
Eric Stenstrom, Concordia University, Canada
We examine the influence of the menstrual cycle on women’s food and appearance-related consumption using a 35-day panel study. Results indicate that women’s appearance-related desires, product usage, and purchasing behavior were greater during the fertile phase, whereas food-related desires, consumption, and purchasing behavior were greater during the luteal phase.
[ to cite ]:
Gad Saad and Eric Stenstrom (2011) ,"The Effects of the Menstrual Cycle on Food and Appearance-Related Consumption", 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.