Wednesday, September 02, 2015

UTSA, Minnesota researchers say ovulation alters women's economic decisions

Kristina Durante

Kristina Durante

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(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.

>> Read the complete article about the research.

 

 

Did You Know?

Football standouts make Roadrunner history

For Ashaad Mabry and Triston Wade, football is not just a passing fancy. Both players were part of the UTSA football program almost from the beginning. When UTSA opens the 2015 season Thursday at Arizona, it will be the first time the Roadrunners take the field without them. But Mabry and Wade will still be playing football; their uniforms will just be a different color.

Mabry, a defensive tackle from San Antonio's MacArthur High School, was an honorable mention All-Conference USA selection his final two seasons as a Roadrunner and second among the team's defensive linemen with 49 tackles last year. Wade, a defensive back from Tyler, was the most decorated player in school history. He was a semifinalist for the 2014 Jim Thorpe Award – for the nation's top defensive back – a three-time all-conference honoree and two-year team captain who set a school record of 293 tackles in his career. Both men had outstanding college careers that allowed them to make UTSA history.

Did you know? Mabry and Wade both agreed to terms as undrafted free agents with the New Orleans Saints and Seattle Seahawks, respectively, becoming the first UTSA players to move to the professional ranks.

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