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The menstrual cycle has been largely ignored within the consumer research literature. Using a survey panel, women's food and appearancerelated consumption was tracked for 35 consecutive days. As predicted, food-related desires, dollars spent, and eating behaviors were greater during the luteal (non-fertile) phase, whereas appearance-related desires, dollars spent, and beautification behaviors increased during the fertile phase. Dollars spent on products unrelated to food or beautification were not significantly influenced by the menstrual cycle. Hence, women's consumption desires, preferences, and dollars spent in evolutionarily relevant product categories (food and mating) fluctuate across their ovulatory cycle. Branding-related implications are briefly discussed.

While hormones have been shown to impact a wide range of behaviors, little is known regarding their influence on consumer behavior. The current research examines the association between digit ratios and courtship‐related consumption. Digit ratios (2D:4D and rel2) are indicators of prenatal testosterone exposure and are assessed by measuring finger length. In Study 1, masculinized digit ratios (low digit ratios, high prenatal testosterone) in men were associated with greater courtship‐related consumption to acquire mates, and this association was stronger for men with high mating confidence. In women, feminized digit ratios (high digit ratios, low prenatal testosterone) were associated with greater courtship‐related consumption to acquire mates. In Study 2, men with masculinized digit ratios engaged in greater courtship‐related consumption by offering romantic gifts as a means of retaining mates. In women, feminized digit ratios were associated with greater romantic gift giving. Our findings suggest that high prenatal testosterone in men leads to greater courtship‐related consumption, whereas low prenatal testosterone leads to greater courtship‐related consumption in women.

The current review article considers the relationship between testosterone and pathological gambling (PG). Recent evidence suggests that high-testosterone individuals have a greater appetite for financial risk-taking and are more likely to succumb to certain impulsivity-related pathologies. Further, two markers of androgenization have recently been shown to be predictive of financial risk-taking propensity, namely second-to-fourth digit length ratio and facial masculinity. Given that financial risktaking propensity and PG susceptibility share neurobiological and phenomenological similarities, it is argued in this review that circulating testosterone levels, second-tofourth digit length ratio, and facial masculinity may be predictors of PG susceptibility. Potential caveats and future research avenues are discussed.

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