The Effect Of Menstrual Cycle On Impulsive Buying Behavior Of Women

The menstrual cycle is a special physiological phenomenon of women.It is defined as the first day of menstrual cramps and is calculated as a cycle of 28 days.The menstrual phase generally lasts for 4 to 6 days.It is characterized by the fluctuation of hormone levels in the body with the menstrual cycle,such as progesterone,estrogen,etc.,which in turn affects the individual’s mood and behavior.For example,women who are non-premenstrual(higher estrogen levels)tend to enhance their physical appearance,pleasure-seeking,immediate gratification of rewards,etc.,compared to premenstrual women(higher progesterone levels).Parental Investment Theory argues that premenstrual women are in a "quasi-gestational" state and,therefore,have requirements for increased self-control,including the need to control the self,put the needs of the baby first,and Take control of just-in-time hedonics and choose behaviors that are more adapted to survival,etc.In addition,based on the social construction theory(Social Construction Theory)to explain consumers’ impulse buying behavior,it means that consumers’ purchase is the projection of self-identity,that is,the product is regarded as an extension of the self.Moreover,the physiological cycle,as a unique physiological phenomenon of women,has an impact on consumer behavior that cannot be ignored.Therefore,based on parental investment theory and social construction theory,this study conducted three experiments to explore the impact of physiological cycles on impulse buying behavior,while focusing on its internal psychological mechanisms and boundary conditions: the mediating role of emotion regulation strategies,the effect of menstrual attitudes regulating effect.This study yielded the following results:(1)Physiological cycle affects female consumers’ impulse buying behavior.Compared with premenstrual women,premenstrual women have lower preference for impulse buying behavior;(2)Emotion mediates the influence of physiological cycle on female consumers’ impulsive purchase behavior.premenstrual women(vs.premenstrual women)have more negative emotions,thus reducing their preference for impulsive consumption;(3)Menstrual attitude plays a regulatory role in the physiological cycle on female consumers’ impulsive buying behavior.Compared with individuals with positive menstrual attitude,individuals with negative menstrual attitude will reduce the occurrence of impulsive buying behavior more when their negative emotions are higher.This study enriches and expands the research on women’s menstrual cycle in the field of consumption,supplements the theory of parental investment and social construction,and also provides some suggestions for merchants and marketers how to design the best solution when dealing with female customers.new ideas.