If I only had a ring with the stone for my month a nice aquamarine
Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior
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 sup- presses 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.
Ovulation Leads Women to Perceive Sexy Cads as Good Dads
Why do some women pursue relationships with men who are attractive, dominant, and charming but who do not want to be in relationships—the prototypical sexy cad? Previous research shows that women have an increased desire for such men when they are ovulating, but it is unclear why ovulating women would think it is wise to pursue men who may be unfaithful and could desert them. […] Ovulating women perceive that sexy cads would be good fathers to their own children but not to the children of other women.
