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. 2025 Sep;242(9):2047-2062.
doi: 10.1007/s00213-025-06783-1. Epub 2025 Apr 14.

Modulation of strategic status signaling: oxytocin changes men's fluctuations of status products preferences in their female partners' menstrual cycle

Honghong Tang  1 , Hongyu Fu  2   3   4 , Song Su  1 , Luqiong Tong  1 , Yina Ma  5   6   7 , Chao Liu  8   9   10
Affiliations

Modulation of strategic status signaling: oxytocin changes men's fluctuations of status products preferences in their female partners' menstrual cycle

Honghong Tang et al. Psychopharmacology (Berl). 2025 Sep.

Abstract

Rationale: Women exhibit subtle fluctuations in mating-related behaviors throughout their menstrual cycle, and men are capable of detecting these ovulatory cues. This ability may impact male mating behavior, prompting adjustments in their preferences for consumer products based on these signals. Nonetheless, the potential influence of oxytocin on men's preferences for status products, particularly in the context of their female partners' menstrual cycles, is not yet known.

Objectives: This study aims to explore how oxytocin regulates men's responses to their female partners' ovulation in heterosexual romantic relationships by specifically examining changes in their preferences for status consumption.

Methods: Through a pilot study (N = 110) and two main studies (N1 = 789, N2 = 120), we analyzed how oxytocin influences fluctuations in men's preferences for status products throughout their female partners' menstrual cycles. In Study 1, we examined the impact of the female menstrual cycle on men's preferences for status products. In Study 2, we employed intranasal oxytocin to investigate its modulatory effect on the menstrual cycle's influence.

Results: Findings revealed that men demonstrated a lower preference for status products during their partners' ovulation compared to non-ovulatory phases. Furthermore, intranasal oxytocin significantly reduced men's liking for status products during the ovulatory phase, but not during the menstrual phase, with a stronger effect observed among men with a heightened intuitive inclination.

Conclusions: These results suggest that men in committed relationships strategically adapt their consumption of status products according to their female partners' menstrual cycles, with oxytocin playing a moderating role in this adaptation and individual differences influencing responses.

Keywords: Intuition; Menstrual cycle; Oxytocin; Status products.

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Conflict of interest statement

Declarations. Ethical approval: All studies involving human participants were reviewed and approved by the local Research Ethics Committee at the State Key Laboratory of Cognitive Neuroscience and Learning, Beijing Normal University (IRB protocol number: CNL_A_0005_001), in full compliance with ethical standards and the principles outlined in the Declaration of Helsinki. Informed consent: Informed consent was obtained from all participants prior to their involvement in the study, confirming their voluntary and informed participation. Conflict of interest: The authors have no competing interests to declare that are relevant to the content of this article.

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