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

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.



Citation:

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.

Authors

Gad Saad, Concordia University, Canada
Eric Stenstrom, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, 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.