THE MEDIATOR ROLE OF EMOTIONS IN THE RELATIONSHIP BETWEEN FEMALE HORMONES AND INDULGENT CHOOSE

It is known that consumer behavior is influenced by several factors; among them, physiological factors little explored in research and influence of hormonal changes in women's consumer behavior. Different hormones peaks arising from the female menstrual cycle not only cause physical changes in the woman's body, but it also changes in their way of acting and behavior. Thus, the goal of the research is to understand the female hormonal effect on emotions, and these the choices for indulgent products. Therefore, in this study 164 women of reproductive age between 18 and 39 years in different phases of the menstrual cycle. To show relationship with three distinct variables and test the hypothesis, mediation used by regression to explain the indirect effect of hormonal period in choosing the indulgent list, mediated by emotion. The results suggest that the hormonal changes, caused by the female menstrual cycle, where there is an increase in hormonal activity, negatively may affect the negative emotions, in other words, the highest hormone production will generate less negative emotions, which in turn favor the choice of less indulgent products (healthier).