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Pre‐menstrual period: Do women really consume more?
Author(s) -
Pastore Cristina Maria de Aguiar,
FranciscoMaffezzolli Eliane Cristine,
Silva Wesley Vieira,
Baptista Paulo de Paula
Publication year - 2016
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1601
Subject(s) - period (music) , menstrual period , psychology , demography , medicine , gynecology , sociology , art , aesthetics
The aim of this study was to investigate female consumption behavior during the different menstrual cycle phases, regarding impulsivity, regret, willingness to pay, and purchase intention for hedonic and utilitarian products. This paper focuses on the gap between literary theory and common sense beliefs. A survey was conducted to 405 women. The results revealed no idiosyncrasy in behavior during the different cycle phases. Impulsive behavior explains the perception of regret; however, hormonal changes throughout the month could not support this correlation, which suggests the reported behavior to be different from the actual one. Copyright © 2016 John Wiley & Sons, Ltd.