Navigation Links
Menstrual Cycles May Affect Women's Shopping Patterns
Date:7/31/2012

TUESDAY, July 31 (HealthDay News) -- The hormonal fluctuations associated with women's menstrual cycles could color their shopping habits, research suggests.

"Our goal was to investigate how a woman's menstrual cycle impacts consumption desires, product usage, and dollars spent within the food and beautification domains," study first author Gad Saad, a professor of marketing at the John Molson School of Business, said in a news release from Concordia University in Montreal.

In conducting the study, the researchers selected 59 women and asked them to keep detailed diaries on their beauty routine, clothing choices, calorie consumption and everything they bought over the course of 35 days.

The researchers also analyzed daily surveys the women answered on these topics, which asked them about their clothing choices and how long they spent grooming. The participants were also asked about activities such as sunbathing and eating high-calorie foods. The study revealed a distinct pattern in the women's behavior.

During the fertile phase of the women's menstrual cycles (roughly day eight to 15 of a 28-day cycle), the researchers found a significant increase in their focus on appearance. During their fertile days, women are also more likely to buy clothes, the study showed.

The study authors suggested that the explanation for this pattern of behavior can be traced back to women's evolutionary roots.

"In ancestral times, women had to focus more time on mating-related activities during the fertile phase of the menstrual cycle, when the likelihood of conception was highest," Saad explained in the news release. "Those same psychological and physiological mechanisms now lead women to engage in greater consumption of products relevant to reproductive drives during the fertile phase of their cycle."

Although food consumption among the women fell during their fertile days, the study revealed their appetites peaked in the luteal or infertile phase of their menstrual cycle (roughly day 16 to 28 of a 28-day cycle). The researchers noted the women's cravings for high-calorie foods spiked during this time, along with their food purchases.

"Women consume more calories during the luteal phase because they've evolved psychological and physiological mechanisms that favored non-mating-related activities like food foraging during the non-fertile phase of their cycles," noted Saad. "Different Darwin pulls, such as mating versus food, take precedence depending on a woman's menstrual status."

The study authors said their findings could shed light on these patterns of behavior and help women make more conscious decisions, which could affect their spending and eating habits.

"These consumption behaviors take place without women's conscious awareness of how hormonal fluctuations affect their choices as consumers," said Saad. "Our research helps highlight when women are most vulnerable to succumbing to cyclical temptations for high-calorie foods and appearance-enhancing products. These findings can help women to make choices for themselves contrary to the old canard of biological determinism."

A consumption-related smartphone app could help women track their daily shopping vulnerabilities by alerting them to certain high-risk days in their cycle, the study authors suggested.

The study was published recently in the Journal of Consumer Psychology.

More information

The U.S. Department of Health and Human Services has more about the menstrual cycle.

-- Mary Elizabeth Dallas

SOURCE: Concordia University, news release, July 2012


'/>"/>
Copyright©2012 ScoutNews,LLC.
All rights reserved  

Related medicine news :

1. KRAS gene mutation and amplification status affects sensitivity to antifolate therapy
2. Social Factors May Affect Lifespan More Than Race, Location
3. Moffitt researchers find cancer therapies affect cognitive functioning among breast cancer survivors
4. Health Care Disparities Might Affect Black Kids Cancer Survival
5. Joslin scientists identify important mechanism that affects the aging process
6. Gut flora affects maturation of B cells in infants
7. Asthma Cases Continue to Rise in U.S., Affecting Millions
8. Viewers family background affects how they react to MTV shows 16 and Pregnant, Teen Mom
9. Odds of quitting smoking affected by genetics
10. How does exercise affect nerve pain?
11. Surgeon experience affects complication rate of spinal stenosis surgery
Post Your Comments:
*Name:
*Comment:
*Email:
Related Image:
Menstrual Cycles May Affect Women's Shopping Patterns
(Date:6/26/2016)... Orion, Clarkston, Michigan (PRWEB) , ... June 26, ... ... with respect to fertility once they have been diagnosed with endometriosis. These women ... intercourse but they also require a comprehensive approach that can help for preservation ...
(Date:6/25/2016)... ... June 25, 2016 , ... Austin residents seeking Mohs ... College of Mohs Surgery and to Dr. Russell Peckham for medical and surgical dermatology. ... treatment for skin cancer. The selective fellowship in Mohs Micrographic Surgery completed by Dr. ...
(Date:6/25/2016)... ... June 25, 2016 , ... "With 30 hand-drawn hand gesture ... said Christina Austin - CEO of Pixel Film Studios. , ProHand Cartoon’s package ... Final Cut Pro X . Simply select a ProHand generator and drag it ...
(Date:6/25/2016)... ... June 25, 2016 , ... As a lifelong Southern Californian, ... and his M.D from the David Geffen School of Medicine at UCLA. He trained ... Angeles to complete his fellowship in hematology/oncology at the UCLA-Olive View-Cedars Sinai program where ...
(Date:6/25/2016)... ... 2016 , ... On Friday, June 10, Van Mitchell, Secretary of the Maryland ... iHire in recognition of their exemplary accomplishments in worksite health promotion. , The Wellness ... & Wellness Symposium at the BWI Marriott in Linthicum Heights. iHire was one of ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... June 23, 2016  In a startling report released today, ... residents by lacking a comprehensive, proven plan to eliminate prescription opioid ... ranking of how states are tackling the worst drug crisis in ... states – Kentucky , New Mexico ... . Of the 28 failing states, three – ...
(Date:6/23/2016)... , June 23, 2016 Research ... MEMS Devices Medical Market Analysis 2016 - Forecast to 2022" ... The report contains up to date financial data ... analysis. Assessment of major trends with potential impact on the ... analysis of market segmentation which comprises of sub markets, regional ...
(Date:6/23/2016)... Research and Markets has announced the addition of ... their offering. The current ... environment for MedImmune to enter. The US ageing population creates ... drive considerable growth for effective anti-influenza medications. The introduction of ... but development is still in its infancy. ...
Breaking Medicine Technology: