(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.
Orientation marks a major step toward becoming a Roadrunner. It is a unique experience designed to welcome freshmen and transfers to UTSA and ensure a successful transition into college. They will learn about UTSA, prepare for their first semester and have fun meeting other students. There is also a special Family Orientation program too.
Various locations, Main and Downtown Campuses
Come out and meet Dr. Ray Bateman, ARL South Cyber on-site Lead, and Kristin Schweitzer who form the nucleus of ARL South Cyber on our campus. They will give a brief overview of the Army Research Laboratory (ARL) and how it fits within the Army’s hierarchy. Morning session is 11 a.m. to 12 p.m. Afternoon session is 2 p.m. to 3 p.m.
John Peace Library (JPL 4.04.12C), Main Campus
Join the UTSA Master of Social Work Advanced Social Work Methods Policy Practice Advocacy Class for a panel discussion on child care policies and its effect on higher education. Event is free and open to the public. Doors open at 6:30 p.m.
Buena Vista Street Building (BVB 1.322), Downtown Campus
UTSA Associate Dean/Associate Professor Francine Romero will sit down with San Antonio Mayor Ron Nirenberg for a wide-ranging conversation about the Mayor's vision for the City's future. Seating is at capacity but the San Antonio Express-News will stream it live.
Buena Vista Street Building Theater (BVB 1.326), Downtown Campus
The sympoisum will focus on the interface between aging and neurodegenerative diseases, will educate the wider research community about advancements in this fast-paced field and stimulate collaborative research in this area. Register online for this free event.
H-E-B University Center Ballroom (HUC 1.106), Main Campus
The 23rd International Conference on Historical Linguistics is offering four special panels open and free to the San Antonio public July 31-Aug. 3 to mark the tricentennial next year. The event is co-sponsored by UTSA Research.
Hotel Contessa, 306 W. Market St., San Antonio
The UTSA community welcomes students to their on-campus home! Laurel Village, Chaparral Village and Alvarez Hall are home for 2,300 students during the academic year, and Move-In event kicks off the start of Roadrunner Days.
Laurel Village, Chaparral Village, Alvarez Hall, Main Campus
The College of Engineering hosts this seminar featuring Jeff Adams, Southwest Zone Quality Manager, Siemens Building Technologies Division. The event is free and open to the public.
Engineering Building (EB 3.04.30), Main Campus
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