The first study sought to test hypothesis 1, examining
whether women seek more variety in consumer choice sets
at high fertility and whether this effect is stronger for women
in relationships. We examined women’s choices across the
cycle in four different product categories: lipstick, high
heels, yogurt, and candy bars. Further, study 1 sought to test
whether fertility leads women to seek variety via a varietyseeking
mind-set (hypothesis 2).