Menstrual cycle affects shopping habits: Study 0
When women are fertile, they're more likely to buy clothes and pay more attention to their appearance, a new study has found.
But researchers at Montreal's Concordia University say when they're at the infertile part of their monthly cycle, women spend more money on food, and crave high-calorie treats.
Researchers looked at how a woman's menstrual cycle affected her shopping habits.
The study had 59 participants who kept detailed diaries about beautification behaviours, clothing choices, calorie consumption, and purchases over a 35-day period.
"These consumption behaviours take place without women's conscious awareness of how hormonal fluctuations affect their choices as consumers. These findings can help women to make choices for themselves contrary to the old canard of biological determinism," researcher Gad Saad said in a release about the study Tuesday.