The DOI matches its Crossref record; 66 of the 66 references it cites were found in a registry or an index.
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.
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Cites
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Self-citationSpent resources: self-regulatory resource availability affects impulse buying.
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Steegen, S., Tuerlinckx, F., Gelman, A., & Vanpaemel, W. (2016) · Perspectives on Psychological Science · doi:10.1177/1745691616658637 · Cited by 1,372
Revisiting gender differences: what we know and what lies ahead.
Meyers‐Levy, J., & Loken, B. (2015) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.06.003 · Cited by 614
The Effect of Stress on Consumer Saving and Spending
Durante, K. M., & Laran, J. (2016) · Journal of Marketing Research · doi:10.1509/jmr.15.0319 · Cited by 188
Self-citationLiu, P., He, J., & Li, A. (2019) · Computers in Human Behavior · doi:10.1016/j.chb.2019.02.003 · Cited by 167
Maner, J. K., & Miller, S. L. (2014) · Evolution and Human Behavior · doi:10.1016/j.evolhumbehav.2013.09.001 · Cited by 93
Metadata
- Authors
- Durante, K. M., Griskevicius, V., Hill, S. E., Perilloux, C., & Li, N. P.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2011-04-01
- Volume
- 37
- Issue
- 6
- Pages
- 921-934
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2129330153
- Cited by
- 309
- References
- 66
- FWCI
- 23.57
- Type
- journal article
- Language
- en
- Open access
- closed
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- Durante, K. M., Griskevicius, V., Hill, S. E., Perilloux, C., & Li, N. P. (2011). Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior. Journal of Consumer Research. https://doi.org/10.1086/656575
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
