Hormones and Prosocial Behavior: the Influence of the Menstrual Cycle on Gift-Giving Propensity

Can the menstrual cycle influence not only what women buy, but also for whom? Utilizing a 35-day panel study, we find that women allocate significantly more money towards gift-giving during the luteal phase than during the fertile phase. Our findings suggest that women’s affiliative goals fluctuate across the menstrual cycle.


Eric Stenstrom and Gad Saad (2012) ,"Hormones and Prosocial Behavior: the Influence of the Menstrual Cycle on Gift-Giving Propensity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1124-1124.


Eric Stenstrom, Concordia University, Cananda
Gad Saad, Concordia University, Cananda


NA - Advances in Consumer Research Volume 40 | 2012

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