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생리주기에 따른 소비자행동의 변화: 배란기의 여성은 누구에게 예뻐 보이고 싶은 걸까?

Changes in Consumer Behavior Across the Ovulatory Cycle: Who Are the Target Audience of Ovulating Women’s Beautification Behavior

박재진|최진명
한국전략마케팅학회 (Korean Strategic Marketing Association)|2022.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제30권 제4호|pp. 121-146

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진화심리학Evolutionary Psychology생리주기배란 효과외모 향상 행위짝짓기 마음동성 간 경쟁Ovulation ShiftAppearance Enhancing BehaviorMating MindIntrasexual Competition

초록

본 연구의 목적은 배란기의 여성에게서 나타나는 외모향상에 대한 관심 및 관련 소비 증가의 이유를 진화심리학적 시각에서 조사하는 것이었다. 특히, 대표적인 배란 효과로 알려진 섹시한 스타일의 옷 선호와 외모향상 제품에 대한 럭셔리 소비 경향의 이유가 무엇인지를 밝히는 데 초점을 맞춰 조사하였다. 이를 위해, 배란기 때 활성화되는 두 심리 메커니즘에 해당하는 짝짓기 마음(좋은 유전자를 가진 남자와의 짝짓기를 촉진하는 마음)과 동성 간 경쟁 마음(동성 간 경쟁적인 행위를 증폭시키는 마음)을 서로 경쟁적인 매개 변인으로 대비시킨 뒤, 배란기가 관련 소비 심리에 미치는 영향을 조사하였다. 그 결과, 배란기가 여성들의 섹시한 스타일의 옷 선호에 미치는 영향은 짝짓기 마음이 아닌 동성 간 경쟁 마음에 의해 매개되는 것을 발견할 수 있었다. 배란기의 여성들이 외모향상 제품에 대해 럭셔리 소비 경향을 보이는 것도 동성 간 경쟁 마음에 의해 매개되는 것이 확인되었다. 본 연구 결과는 배란기 여성들이 보이는 외모향상 행위의 목표 청중은 남자가 아닌 주변 여자일 가능성을 짐작하게 한다. 이 결과는 소비자행동 변화에 영향을 미치는 생리주기 효과에 대한 이해를 높일 뿐만 아니라 관련 제품의 마케터에게도 시사하는 바가 있다.

Abstract

Recent research shows that women’s consumer behavior shifts across different phases of the monthly ovulatory cycle. For example, women at peak fertility (near ovulation) prefer more revealing and sexy clothing and spend more money on appearance-enhancing products. Unfortunately, however, the target audience of ovulating women’s beautification behavior has been identified unclear within the consumer research literature. Using a survey, we first examined why ovulation influences women’s preference of sexy clothing style with two variables (i.e., mating, and intrasexual competition, mindset) employed as mediating variables at the same time. The result showed that the indirect effect of ovulation status on the preference of sexy style through intrasexual competition mindset was significant, but the indirect effect through mating mindset was not significant. We further examined whether the intrasexual competition mindset would mediate the relationship between ovulation status and willingness-to-pay(WTP) for appearance-enhancing products. We found that the indirect effect of ovulation status on WTP for the products through intrasexual competition mindset was still significant. The findings of this study propose that the target audience of ovulating women’s higher interest, and more spending, on appearance-related products might be same-sex rivals, not men.

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