Is there a time of the month when women are more likely to buy Gucci or Armani?

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In line with evolutionary principles of reproduction and mate selection, the current research shows that women’s attention to status cues fluctuates across their menstrual cycle. Specifically, we show that women pay more attention to status products in a visual display around ovulation than in other phases of their menstrual cycle. Pill use eliminates these cycle phase effects. The results are discussed in relation to research on female mating goals and conspicuous consumption.

Source: “Would male conspicuous consumption capture the female eye? Menstrual cycle effects on women’s attention to status products” from Journal of Experimental Social Psychology

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