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Ovulation, Female Competition, And Product Choice: Hormonal Influences On Consumer Behavior, Kristina M. Durante, Vladas Griskevicius, Sarah E. Hill, Carin Perilloux, Norman P. Li
Ovulation, Female Competition, And Product Choice: Hormonal Influences On Consumer Behavior, Kristina M. Durante, Vladas Griskevicius, Sarah E. Hill, Carin Perilloux, Norman P. Li
Research Collection School of Social Sciences
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 …
Oestradiol Level And Opportunistic Mating In Women, Kristina M. Durante, Norman P. Li
Oestradiol Level And Opportunistic Mating In Women, Kristina M. Durante, Norman P. Li
Research Collection School of Social Sciences
The ovarian steroid hormone oestradiol plays a crucial role in female fertility, sexual motivation and behaviour. We investigated the relationship between oestradiol and the likelihood that women would engage in opportunistic mating. Two salivary samples were taken from normally cycling women within the peri-ovulatory and luteal phase of the menstrual cycle. At both testing sessions, participants also completed selfperceived desirability scales and provided subjective reports of sexual and social motivations, and satisfaction with their primary relationship partner. Oestradiol level was positively associated with a woman’s self- and other-perceived physical attractiveness and with inclinations to mate outside her current relationship. Oestradiol …