Women Seek More Variety in Rewards When Closer to Ovulation

23 Pages Posted: 1 Jul 2013

See all articles by Ali Faraji-Rad

Ali Faraji-Rad

Mehrad Moeini Jazani

BI Norwegian Business School

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Date Written: 2013

Abstract

We propose that women’s increased generalized sensitivity to rewards during the fertile phase of the menstrual cycle causes them to seek more variety in rewards when they are in the fertile phase than when they are not in the fertile phase of the cycle. In Studies 1-3, across the reward domains of mating and hedonic food, we show that women seek more variety in rewards when closer to ovulation. Moreover, we provide support for the proposition that women’s increased reward sensitivity during the fertile phase of the menstrual cycle causes their greater variety seeking. Specifically, in Study 3, we show that fertile women’s greater variety seeking does not extend to non-rewards, such as non-hedonic food (vs. hedonic food). Our findings suggest that behavioral effects of women’s hormonal shifts during the menstrual cycle are not limited to the mating domain and may extend to a wide category of reward domains.

Keywords: fertility, reward sensitivity, variety seeking

Suggested Citation

Faraji-Rad, Ali and Jazani, Mehrad Moeini and Warlop, Luk, Women Seek More Variety in Rewards When Closer to Ovulation (2013). Available at SSRN: https://ssrn.com/abstract=2287555 or http://dx.doi.org/10.2139/ssrn.2287555

Mehrad Moeini Jazani

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

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