Ou comment les cycles menstruels influencent les comportements d'achat, d'habillement et alimentaires de la femme... Vous en rêviez (de pouvoir expliquer vos pulsions TPMG), le Journal of
Consumer Psychology et le Personality and Individual Differences l'ont fait pour nous ! Je ne résiste pas à vous livrer ces études tout à fait scientifiques qui
expliquent que les femmes ont des pulsions d'achat en phase pré-ovulatoire (pour plaire aux mâââââles) et se montrent plus raisonnables après l'ovulation (protection de l'embryon et réserves
caloriques, ça c'était pour expliquer la pulsion pot de Nutella !). Mais alors que dire de nous, pauvres femelles sous Gonal ??? Qu'on peut légitimement revendiquer un vrai droit à exploser la CB
pendant les stim (et après aussi d'ailleurs, soit en guise de maigre consolation soit pour préparer la phase grossesse et bébé !) et à se taper le pot familial de Nutella toute seule. Et en plus
c'est samedi et les boutiques ont reçu les collections Automne-Hiver ! Happy us...
Calories, beauty, and ovulation: The effects of the menstrual cycle on food and appearance-related consumption
Gad Saad, Eric Stenstrom
Marketing Department, John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. West, Montreal, QC, Canada H3G 1M8
Received 20 June 2011. Revised 27 September 2011. Accepted 27 October 2011. Available online 9 January 2012.
Abstract
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.
Keywords: Menstrual cycle, Ovulation, Food, Beautification, Evolutionary psychology
Women’s spending behaviour is menstrual-cycle sensitive
Karen J. Pine, Ben (C) Fletcher
School of Psychology, University of Hertfordshrine, College Lane, Hatfield, AL 10 9AB, UK
Received 22 February 2010. Revised 6 August 2010. Accepted 24 August 2010. Available online 16 September 2010.
Abstract
When considering why women are more prone to money pathologies than men the influence of ovarian hormones cannot be ruled out. The phases of the menstrual-cycle are known to have a range of
behavioural, psychological and physical correlates. It is well documented, for example, that women are more rational and controlled post-ovulation, but experience a rise in impulsive behaviour,
anxiety and irritability during the pre-menstrual (or luteal) phase. At ovulation, or peak fertility, it has been shown that women adapt their dress style to impress men – known as the
ornamentation effect. However, to date the role of fluctuating ovarian hormones on female economic behaviour has been largely ignored. This article reports the findings from a survey of 443
females, aged 18–50, reporting their spending in the previous seven days and their menstrual-cycle phase, follicular, mid-cycle or luteal. Women in the luteal phase were significantly less
controlled and more impulsive than women earlier in their cycle. A significant correlation was also found for over-spending, lack of control and buyers’ remorse with day of cycle. These findings
suggest that the adverse impact of ovarian hormones upon self-regulation may account for impulsive and excessive economic behaviour in women.
Keywords: Women, Spending, Impulsivity, Self-regulation, Hormones
