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

Abstract

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 logic behind such effects, we examined how, why, and when hormonal fluctuations associated with ovulation influenced women's product choices. In three experiments, we show that at peak fertility women nonconsciously choose products that enhance appearance (e.g., choosing sexy rather than more conservative clothing). This hormonally regulated effect appears to be driven by a desire to outdo attractive rival women. Consequently, minimizing the salience of attractive women who are potential rivals suppresses the ovulatory effect on product choice. This research provides some of the first evidence of how, why, and when consumer behavior is influenced by hormonal factors.

A longitudinal analysis of women’s salivary testosterone and intrasexual competitiveness

“…These results support previous speculation that testosterone plays a key role in regulating women's intrasexual competitiveness (Cobey et al, 2013), but calls into question the suggested role of estradiol in women's relationship jealousy (Cobey et al, 2011;Geary et al, 2001). While previous research on changes in women's intrasexual competitiveness has highlighted links with estimated fertility (Durante et al, 2008(Durante et al, , 2011Fisher, 2004;Haselton et al, 2007;Lucas & Koff, 2013;Vukovic et al, 2009), our study is the first to demonstrate correlated changes in intrasexual competitiveness and natural variation in women's testosterone levels.…”

“…Similarly, premenopausal women are more likely to derogate other women's attractiveness than are postmenopausal women (Vukovic et al, 2009). Increases in intrasexual competitiveness around ovulation, such as those described above, are suggested to occur because successful competition for mating opportunities with high-quality mates is more likely to translate into fitness benefits at this time (Durante et al, 2008(Durante et al, , 2011Fisher, 2004;Haselton et al, 2007;Lucas & Koff, 2013;Vukovic et al, 2009). …”

“…For example, during the high-fertility phase of their menstrual cycle, women are more motivated to dress sexily (Durante et al, 2008;Haselton et al, 2007), more likely to purchase desirable consumer goods (Durante et al, 2011), and more likely to withhold resources from attractive women (Lucas & Koff, 2013). While these results link women's fertility to the extent to which they engage in self-promotion, other work has examined the relationship between fertility and the extent to which women derogate other women's attractiveness.…”

Sexual attractiveness: a comparative approach of morphological, behavioral neurophysiological signaling in women and nonhuman primate females

“…They spend moue time in looking fou cosmetics, fashion, ounamental stuff like jeweluy, and at least spend moue money in such activities. The authous of this wouk conclude that these behavious aue houmonally influenced and expuess female competition fou mating pautneus (Duuante & Guiskevicius, 2016;Duuante et al, 2010).…”

Gender-Specificity in Viewing Time Among Heterosexual Women

“…During the late follicular period, women experience a peak in estrogen followed by a rise in progesterone; which is associated with a marked increase in sexual interest during this phase (Durante, Griskevicius, Hill, Perilloux, & Li, 2011). However, this research is inconsistent.…”