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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Causes and Consequences of the Expense Prediction Bias

Chuck Howard, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Abigail Sussman, University of Chicago, USA
Melissa Knoll, Consumer Financial Protection Bureau

Read More

Featured

Psychological Reactions to Human Versus Robotic Job Replacement

Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

Read More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.