During the fertile phase of their monthly cycle, women are prone to greater risk taking. For psychologists, this means that they are more likely to initiate sexual affairs. Marketers discovered that women are more likely to try new brands as well. Now they plan to use this fact in targeted marketing. Assuming that they get away with it, will the scheme work?
Sexual Psychology and the Menstrual Cycle
In an earlier post, I discussed some of the psychological changes associated with the days around ovulation that occurs mid-cycle. Women do not have a distinct sexual heat like many other mammals when sexual activity increases markedly, possibly because they are sexually receptive throughout the cycle. (This implies that sex for humans has other functions apart from reproduction such as maintaining a relationship or extracting benefits from partners).