A new study has revealed that hormonal changes associated with ovulation may increase women's tendency to use prominent luxury symbols to attract men's attention.
The study was conducted by Eikyoung Kim of Jeonbuk National University in the Republic of Korea and his colleagues, who investigated whether women show a greater preference for luxury goods near the time of ovulation, when estrogen levels rise and fertility peaks.
The study included three experiments to test this hypothesis. In the first experiment, researchers asked 70 female university students who were not using hormonal contraception to draw logos of luxury brands such as Gucci, Chanel, and Louis Vuitton. The results showed that the participants drew the logos in larger sizes closer to their ovulation period compared to less fertile periods.
In the second experiment, researchers asked 1,486 women about their purchasing intentions for luxury and non-luxury brands. The results showed that women during ovulation were more likely to purchase luxury goods that could be used or displayed publicly, compared to products used privately.
The third experiment, involving 966 participants, tested whether women's belief that men notice these signals influences their choices. Women closer to ovulation were more likely to choose a $100 gift certificate from a luxury brand, such as Polo Ralph Lauren, rather than a non-luxury brand.
But when the participants were shown information indicating that men do not notice designer clothes worn by women, their preference for the luxury brand declined, even among those close to ovulation.
The researchers believe that these results indicate that the increased tendency to acquire luxury goods near the ovulation period may not simply reflect a preference for expensive products, but may be related to a desire to use clear social cues to attract men's attention.
However, the researchers stressed that the study does not prove a direct causal relationship between ovulation and a preference for luxury goods, and that the findings do not necessarily apply to all situations in which women try to attract men's attention.
The study was published in the journal PLOS One.
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