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Defending the Queen’s Pride: Effect of the menstrual cycle phase on conspicuous consumption

  • Ai-Mei Li (a1), Nan Liu (a1), Lei Zhou (a2) and Fang-Jun Li (a1)


Women experience both physical and psychological changes during different phases of the menstrual cycle (MC), which can affect their decision making. The present study aims to investigate the impact of the MC on women’s preferences for conspicuous consumption. In three studies, women in the low-fertility phase were found to be more inclined toward conspicuous consumption, with the MC effect on conspicuous consumption being mediated by the extent of pride. We assumed that women in the low-fertility phase would feel less proud due to an evolutionary drive and that they would consume conspicuous products as a means of compensation. Meanwhile, women who were only children did not manifest such behavior. We infer that women from one-child families may have a greater sense of security and confidence, which buffers the mediating effect. This research contributes to both evolutionary psychology and marketing research and provides new insights for future studies.

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Corresponding author

Author for correspondence: Lei Zhou and Fang-Jun Li, Emails:;


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These authors contributed equally to this work.



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Defending the Queen’s Pride: Effect of the menstrual cycle phase on conspicuous consumption

  • Ai-Mei Li (a1), Nan Liu (a1), Lei Zhou (a2) and Fang-Jun Li (a1)


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