Women's consumer and impulsive behaviour in different phases of menstrual cycle

Peuc, Monika. (2014). Women's consumer and impulsive behaviour in different phases of menstrual cycle. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Psychology. [mentor Tadinac, Meri].

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Abstract

A number of research has shown that there is a broad spectrum of differences in men's and women's spending behaviour. Some theories attempted to explain those differences from an evolutionary perspective. Certain aspects of consumer behavior are explained with biological theories, e.g. by hormonal influences during menstrual cycle on women's spending habits. Conducting a research where we followed a group of women during folicular, ovulatory and luteal phase of their menstrual cycle we wanted to provide some deeper insight on this underinvestigated field of consumer psychology. Results from 33 women were taken into analysis. Instruments used in this study included questions regarding demographic structure of the sample, Recent Spending and Saving Scale, State Impulsivity Scale and Consumer Styles Inventory. We did not confirm the findings obtained in research stating the differences in reported spending activities during menstrual cycle. There was also no difference in impulsive behaviour during the cycle, but a significant correlation was found between impulsivity (especially the Reward aspect of it) and spending in the luteal phase.

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