Women Seek Variety During Ovulation When It Comes To Purchases And Partners

Researchers at the University of Texas of San Antonio (UTSA) College of Business have found that some women look for more shopping and dating options when ovulating.

"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," lead researcher Kristina M. Durante, a marketing assistant professor at The University of Texas at San Antonio (UTSA) College of Business, said in a news release. "And, this desire for variety in men at ovulation triggers a variety seeking mindset that carries over into desire for variety in products."

For the study, researchers examined 553 female participants in the United States between the ages of 18 and 40 who were not pregnant or taking hormonal contraceptives.

Science shows that a woman's level of desire rises during ovulation, with an increased desire for different partner options and an increased desire for a variety of purchasing.

However, the study also linked loyalty to a romantic partner to a reduced desire for product variety, which shows how relationship loyalty keep partners going strong. 

"From candy bars to cosmetics, ovulating women chose many different options--not just the same product or brand again and again," Durante said in a news release. "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."

The research could be potentially important for increasing revenue by using mate attraction motives to increase variety.

More information regarding the findings can be seen via the Journal of Consumer Research.

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