(Feb. 26, 2014) -- 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 from The University of Texas at San Antonio (UTSA) and the University of Minnesota Carlson School of Management, the ovulatory cycle alters women's behavior by subconsciously motivating them to outdo other women. This research could have important implications for marketers, consumers and researchers.
The researchers conducted three studies, one of which had ovulating and non-ovulating women play the "dictator game." In this popular economic experiment, a person is given a fixed amount of money that she can choose to share with another person.
"We found that ovulating women were much less willing to share when the other person was another woman. They became meaner to other women," said Kristina Durante, assistant professor of marketing in the UTSA College of Business and lead author of the study.
Whereas non-ovulating women shared about 50 percent of the money with another woman, ovulating women shared only half as much, keeping the rest of the cash for themselves.
In another study, women made product choices that could either maximize their individual gains or maximize their relative gains compared to other women. For example, women indicated if they preferred to have a $25,000 car while other women got $40,000 cars (Option A) or have a $20,000 car while other women got $12,000 cars (Option B). The study found that ovulating women preferred Option B, choosing products that would give them higher standing compared to other women.
"What's interesting about this finding is that ovulating women are so concerned about their relative position that they are willing to take less for themselves just so that they could outdo other women," said study co-author Vladas Griskevicius, associate professor of marketing at the University of Minnesota Carlson School of Management.
But, the studies find that ovulation doesn't always make women want more status. When women played against a man rather than a woman in the dictator game, the researchers found an even more surprising result. Whereas ovulating women became meaner to women, they became nicer to men. While non-ovulating women shared about 45 percent of the money with a man, ovulating women gave 60 percent of the money to the man.
"These findings are unlike anything we have ever seen in the dictator game. You just don't see people giving away more than half of their money," noted Durante. "One possibility is that we're seeing ovulating women share more money as a way to flirt with the men."
"Money, Status and the Ovulatory Cycle" was published in the February issue of Journal of Marketing Research and builds on Durante and Griskevicius' previous work that has shown how the ovulatory cycle alters preferences for romantic partners, clothing, food and even politics. 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.
Ultimately, Durante and Griskevicius' findings on women's monthly hormonal fluctuations could have important implications for consumers, marketers and researchers. Marketers especially might be able to use this information strategically by emphasizing the superiority of a given product in advertising, promotions and messages to female consumers.
The UTSA Department of Physics and Astronomy's Curtis Vaughan Observatory will offer free stargazing for the public beginning on top of the 4th floor of the Flawn Science Building. Experienced astronomers will be on hand to show a variety of astronomical objects and answer any questions. This event is free and open to the public, so feel free to invite friends and family.
Curtis Vaughan Observatory
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Riklin Auditorium (FS1.406), Downtown Campus
The UTSA community is invited to attend the 3rd annual Rowdy Gras celebration! This year Rowdy Gras includes a daytime event from 11 a.m. -1 p.m. with a free food tasting and music on the UC Paseo. The main event takes place from 6 - 9 p.m. in the UC Lawn. The event includes free food, live jazz music, activities and giveaways.
University Center Paseo & Lawn, UTSA Main Campus
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Aula Canaria Lecture Hall (BV 1.328), UTSA Downtown Campus
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The UTSA Institute of Texan Cultures
Join the UTSA Department of Interdisciplinary Learning and Teaching in celebrating interdisciplinary inquiry at the 2016 Interdisciplinary Studies Colloquium. The colloquium will include a panel of faculty and recent doctoral graduate and a showcase of the best IDS undergraduate inquiry projects of the year 2015. The event is free and open to the public.
Business Building (BB 2.06.04), UTSA Main Campus
The UTSA College of Public Policy presents the Dean's Distinguished Lecture Series featuring Dr. Iris Carlton-LaNey, Professor of the School of Social Work at the University of North Carolina-Chapel Hill. Dr. Iris Carlton LaNey will speak to the UTSA community about the role and impact of African-Americans in the social work profession.
Buena Vista Theater (BV 1.326), Downtown Campus
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Southwest Room (DB 1.124), Downtown Campus
The 12th Annual Black Heritage Gala is a formal event which includes a student performance, keynote remarks by Michael Brown, an award presentation, dinner and dancing. Tickets are $10 for UTSA students and $15 for all other guests. Tickets are on sale now at Roadrunner Express. Contact (210) 458-4770 for more information.
H-E-B University Center Ballroom, Main Campus
The UTSA Institute of Texan Cultures will host a free workshop focusing on teaching Latin American culture and geography for students seeking their teacher certification. The workshop includes free resources for teaching Latin American subject matter as well as presentations on language, identity, music, geography, and political and developmental history, and a special educators’ tour of the museum’s Los Tejanos exhibit. Free with registration.
The UTSA Institute of Texan Cultures (ITC 3.01.02)
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2015 was a significant year for UTSA. As the university moved forward on the road to Tier One research, designations and recruitment of high caliber faculty and students, it also completed its first ever capital campaign. Read about UTSA's accomplishments in the 2015 Year in Review as we look forward to what the next year will bring.
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