Ovulation motivates women to outdo other women, research shows
Thursday, February 27, 2014 - 09:02
in Psychology & Sociology
For approximately one week every month, millions of women change their economic behavior and become more focused on their social standing relative to other women. According to new research, the ovulatory cycle alters women's behavior by subconsciously motivating them to outdo other women. Based on studies rooted in theory and research in evolutionary biology and evolutionary consumer behavior, their findings that ovulating women jockey for position over other women is consistent with the literature on animals. For example, studies have shown that female monkeys become more aggressive toward other females when fertile. This research could have important implications for marketers, consumers and researchers.
