کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882235 | 911925 | 2012 | 12 صفحه PDF | دانلود رایگان |
The menstrual cycle has been largely ignored within the consumer research literature. Using a survey panel, women's food and appearance-related 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.
Journal: Journal of Consumer Psychology - Volume 22, Issue 1, January 2012, Pages 102–113