The Effect of Fertility on Women’s Word-of-Mouth Behavior

The current research explores whether fertility influences women’s desire to share word-of-mouth (WOM). We propose that women share more WOM near the fertile phase of the ovulatory cycle and do so with other women, not men. Sharing more near ovulation may function to form alliances with other women and mitigate mate competition. The ovulatory cycle spans about 28 days and women can become pregnant only during the days of peak fertility near ovulation. Research finds that ovulation influences women’s mating motivations and consequently women’s behavior (Durante et al. 2011; Thornhill and Gangestad 2008). For instance, near ovulation, women are more sexually attracted to men who are socially dominant and have symmetrical, attractive faces (Durante et al. 2012; Gildersleeve, Haselton, and Fales 2014). And, fertility also enhances women’s desire to compete with other women (Durante et al. 2014). For example, fertility enhances women’s motivation to appear more attractive and dress sexier especially when there are many other desirable women in the local area (Durante et al. 2011). Some research hints at the possibility that women may become more social at ovulation. Research finds that ovulating women are more likely to volunteer and have an increased desire to attend social events (Fessler 2003; Haselton and Gangestad 2006). But, it is not clear whether women share more WOM near ovulation and if so with whom. Because the first hurdle to attracting a high quality mate is to mitigate competition with rivals (Durante et al. 2014), we propose that an increase in WOM at ovulation may be related to competition, not courtship. If so, then women’s WOM at ovulation should be directed toward women, not men. Finally, because WOM is a form of social grooming/bonding (Berger 2014; Dunbar 1998), and female non-human primates form alliances with select females to gain support in competitive interactions with rivals (Seyfarth 1980), we predicted that women’s WOM at high fertility is likely related to alliance formation.