Attitudes and Preferences for Sex-Appealing Products by Vietnamese Women in Their Ovulation Cycle

Abstract

This study investigates the impact of female sex hormones on women's consumption of fashion products. These hormones reach peak level when women are near ovulation, and this research examines how these hormones, when at peak level, influence women's attitudes and purchase intention towards sexy and revealing fashion products. The research is based on two theoretical frameworks: Ovulatory Shift Hypothesis (OSH) and Theory of Reasoned Action (TRA). Specifically, the OSH, based on the female ovulatory cycle, postulates that women change their sexual preferences for men with perceived good biological indicators of genetic fitness on the high-to-low fertility days of the cycle. Thus, these women may also exhibit increased mating interest and higher motivation to act in ways that would help secure a desirable partner. The theory of reasoned action sheds light on the indirect relationship between women's ovulatory period and their choice of apparel, with attitude as a mediator. A within-subject survey design was used to examine the proposed phenomenon. Vietnamese women were recruited for this specific study. In line with OSH, these study findings suggest that when near ovulation, women show more favorable attitudes and stronger purchase intention towards sexy and revealing fashion products. Further, as predicted by TRA, attitudes towards sexy and revealing fashion products mediate the relationship between ovulation and purchase intentions. The results of this study add to related streams of research which suggests that hormonal fluctuations influence consumers' attitudes and purchase intention. For managers, the results provide suggestions on how to target female consumers for sexy fashion products more effectively.

Understanding Mental Health Services and Help-Seeking Behaviors Among College Students in Vietnam

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