Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior

• Main Authors: DURANTE, Kristina M., GRISKEVICIUS, Vladas, HILL, Sarah E., PERILLOUX, Carin, LI, Norman P.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2011
• Subjects: Women consumers; Ovulation; Hormones; Consumer behavior; Competition (Psychology); Applied Behavior Analysis; Organizational Behavior and Theory; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/soss_research/1124; https://ink.library.smu.edu.sg/context/soss_research/article/2380/viewcontent/DuranteGriskeviciusHillPerillouxLi2010.pdf
• Institution: Singapore Management University

Recent research shows that women experience nonconscious shifts across different phases of the monthly ovulatory cycle. For example, women at peak fertility (near ovulation) are attracted to different kinds of men and show increased desire to attend social gatherings. Building on the evolutionary lo...