Fertile women buy more

By admin
23 February 2015

It might feel like you’re simply lacking in willpower but a new study claims it could be your hormones causing havoc.

You set out with the best intentions to buy only necessary items but come back with bag loads of clothes. It might feel like you're simply lacking in willpower but a new study claims it could be your hormones causing havoc.

According to results published in the Journal of Consumer Research, women are more likely to buy things when they are at their most fertile. In a test with 500 women aged 18 to 40, it was found ovulating females were more likely to seek a wide variety of goods. And Professor Kristina Durante, of Texas University, claims this can be linked to women's impulses to seek a partner at that time of the month. "Just like a fisherman casting a wide net, ovulating women seek to cast a wide net into the dating pool and expand the number of potential suitors they have to choose from," she explained.

So next time you fancy a shopping trip, it could be worth checking out where you're at in your cycle so you don't get caught out.

"This desire for variety in men at ovulation triggers a variety-seeking mindset that carries over into desire for variety in products."

It's the first time a link between women's relationships and consumerism has been made. The desire to branch out when it comes to dating matches seems to correlate with the drive to buy a variety of goods. And this appears to diminish when women have a partner.

"From candy bars to cosmetics, ovulating women chose many different options - not just the same product or brand again and again," Professor Durante continued.

"However, when we had women imagine themselves in a loving relationship with a desirable partner, or when we had married women put on their wedding rings, they no longer desired variety near ovulation."

These new findings could help advertisers appeal to ovulating women by encouraging them to change their buying habits.

"For about a week every month normally cycling women - constituting more than a billion consumers - may be especially likely to respond to appeals by competing brands to switch," Professor Durante concluded.

So next time you fancy a shopping trip, it could be worth checking out where you're at in your cycle so you don't get caught out. One helpful trick is to imagine someone either offering you the product for free or the cash value. If you'd be more tempted by the money, you're clearly not that bothered by the item.

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