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



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

Read More

Featured

R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

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.