(Feb. 12, 2015) -- New research from The University of Texas at San Antonio (UTSA) College of Business suggests women seek more options in dating partners near ovulation -- when they are most fertile -- which may lead them to also seek a greater variety of products and services.
"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," says Kristina M. Durante, UTSA marketing assistant professor and lead investigator of the study. "And, this desire for variety in men at ovulation triggers a variety seeking mindset that carries over into desire for variety in products."
Forthcoming in the April 2015 issue of the Journal of Consumer Research, "Playing the Field: The Effect of Fertility on Women's Desire for Variety" provides some of the first evidence that choice behavior in our personal relationships may influence choice behavior in the marketplace. Durante and then UTSA visiting assistant professor Ashley Rae Arsena focused their predictions on previous research that finds that ovulation can shift women's mating psychology.
Durante and Arsena conducted four studies that included 553 female participants in the U.S. between 18 and 40 years of age who were not pregnant or taking hormonal contraceptives. The studies found that women's desire for new options in men triggered a variety seeking mindset that led women to also desire variety in products. Loyalty to a romantic partner reduced the desire for product variety, suggesting that loyalty in romantic relationships can translate to brand loyalty.
"From candy bars to cosmetics, ovulating women chose many different options--not just the same product or brand again and again,' says Durante. "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 study's findings have practical implications for marketers. For instance, a company might appeal to mate attraction motives in marketing messages to spur increased desire for variety and novelty in consumer choice.
"For about a week every month, normally cycling women -- constituting over a billion consumers -- may be especially likely to respond to appeals by competing brands to switch," says Durante.
Future research is needed to examine whether the social value, cost or rewarding nature of the product influences the effect of fertility on variety seeking.
Durante conducts research in the areas of family spending decisions, social influence and the biological basis of consumer behavior using an evolutionary theoretical approach. Her work has appeared in several top academic journals and has been featured in hundreds of media outlets worldwide.
Visit Kristina Durante's faculty website to learn more about her research and to download the full text version of "Playing the Field: The Effect of Fertility on Women's Desire for Variety."
Learn more about the UTSA College of Business at business.utsa.edu.
This 3-day workshop features lectures & practical exercises designed for English-Spanish interpreters in legal settings. Hosted by the Graduate Certificate in Translation & Interpreting Studies of the Dept. of Modern Languages & Literatures.
McKinney Humanities Building (MH 3.01.28), Main Campus
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University Center, Denman Room (UC 2.01.28), Main Campus
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University Center, Denman Room (UC 02.01.28), Main Campus
The UTSA Consortium for Social Transformation; African American Studies Program presents guest speaker Dr. Gaye Theresa Johnson, associate professor of Chicana and Chicano Studies, and African American Studies, University of California at Los Angelesand author of "Spaces of Conflict Sounds of Solidarity: Music, Race, and Spacial Entitlement in Los Angeles" and "Futures of Black Radicalism." The event is free and open to the public.
University Center, Denman Room (UC 2.01.28), Main Campus
Grab your friends, family, kids and dog for this annual fun run on the UTSA Main Campus benefititng the UTSA Alumni Association.
Convocation Center, Main Campus
Join the Department of Interdisciplinary Learning and Teaching for the 13th annual Storytelling Festival. The festival will feature keynote speaker Carolina Quiroga-Stultz, a Colombian Storyteller and journalist. This event is free and open to the public.
Main Building, ground floor, Main Campus
The IDS Colloquium showcases the excellent scholarship done by the IDS students in the College of Education and Human Development at UTSA. In addition, this event also honors the legacy of Dr. Marian Martinello.
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UTSA welcomes the Italian-born duo Bandini-Chiacchiaretta. They've toured the world performing Argentine Tango music on guitar and bandoneon, the instrument of Astor Piazzolla. Tickets are $10 or free with UTSA Student I.D.
Arts Building, Recital Hall (Arts 2.03.02), Main Campus
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