Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior

Kristina Durante, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA
Norman Li, Singapore Management University, Singapore
Sarah Hill, Carin Perilloux , Texas Christian University, USA; University of Texas at Austin, USA
How does hormonal fluctuation influence product choices? Drawing on an evolutionary framework, we examined how hormonal changes associated with the monthly ovulatory cycle influenced women’s choices. Near ovulation, women showed a nonconscious shift toward choosing products that enhance physical appearance. Additional studies revealed conditions that enhanced and suppressed this effect.
[ to cite ]:
Kristina Durante, Vladas Griskevicius, Norman Li, and Sarah Hill, Carin Perilloux (2011) ,"Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior ", 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.