The Effect of Fertility on Women’S Word-Of-Mouth Behavior
Current research examines a hidden biological factor that may influence women’s desire to share WOM: ovulatory-cycle (high vs low fertility). Four studies showed that women express greater desire to share information near ovulation. However, the fertility-regulated-increase in desire to share information was specific to sharing with other women, not men.
Citation:
Sevincgul Ulu, Kristina Durante, Jonah Berger, and Aekyoung Kim (2018) ,"The Effect of Fertility on Women’S Word-Of-Mouth Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 819-820.
Authors
Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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