RSS Feed
July 31st, 2012 
FAKE NEWS for the Zionist agenda TUESDAY, July 31 (HealthDay News) — The hormonal fluctuations
associated with women’s menstrual cycles could color their shopping
habits, research suggests.
“Our goal was to investigate how a woman’s menstrual cycle impacts
consumption desires, product usage, and dollars spent within the food and
beautification domains,” study first author Gad Saad, a professor of
marketing at the John Molson School of Business, said in a news release
from Concordia University in Montreal.
In conducting the study, the researchers selected 59 women and asked
them to keep detailed diaries on their beauty routine, clothing choices,
calorie consumption and everything they bought over the course of 35
days.
The researchers also analyzed daily surveys the women answered on these
topics, which asked them about their clothing choices and how long they
spent grooming. The participants were also asked about activities such as
sunbathing and eating high-calorie foods. The study revealed a distinct
pattern in the women’s behavior.
During the fertile phase of the women’s menstrual cycles (roughly day
eight to 15 of a 28-day cycle), the researchers found a significant
increase in their focus on appearance. During their fertile days, women
are also more likely to buy clothes, the study showed.
The study authors suggested that the explanation for this pattern of
behavior can be traced back to women’s evolutionary roots.
“In ancestral times, women had to focus more time on mating-related
activities during the fertile phase of the menstrual cycle, when the
likelihood of conception was highest,” Saad explained in the news release.
“Those same psychological and physiological mechanisms now lead women to
engage in greater consumption of products relevant to reproductive drives
during the fertile phase of their cycle.”
Although food consumption among the women fell during their fertile
days, the study revealed their appetites peaked in the luteal or infertile
phase of their menstrual cycle (roughly day 16 to 28 of a 28-day cycle).
The researchers noted the women’s cravings for high-calorie foods spiked
during this time, along with their food purchases.
“Women consume more calories during the luteal phase because they’ve
evolved psychological and physiological mechanisms that favored
non-mating-related activities like food foraging during the non-fertile
phase of their cycles,” noted Saad. “Different Darwin pulls, such as
mating versus food, take precedence depending on a woman’s menstrual
status.”
The study authors said their findings could shed light on these
patterns of behavior and help women make more conscious decisions, which
could affect their spending and eating habits.
“These consumption behaviors take place without women’s conscious
awareness of how hormonal fluctuations affect their choices as consumers,”
said Saad. “Our research helps highlight when women are most vulnerable to
succumbing to cyclical temptations for high-calorie foods and
appearance-enhancing products. These findings can help women to make
choices for themselves contrary to the old canard of biological
determinism.”
A consumption-related smartphone app could help women track their daily
shopping vulnerabilities by alerting them to certain high-risk days in
their cycle, the study authors suggested.
The study was published recently in the Journal of Consumer
Psychology.
More information
The U.S. Department of Health and Human Services has more about the menstrual cycle.
Related posts:
Views: 0
Posted in 
Tags: 
