British psychologists suggest that ten days before their periods, women are more likely to make extravagant purchases and are less likely to control their spending habits than in other regular days. The scientists believe that impulsive shopping could be a way for women with PMS (pre-menstrual syndrome) to deal with the negative emotions that are due to hormonal changes.

Psychologists at Hertfordshire University, led by Professor Karen Pine, conducted the study involving more than 440 women with the ages between 18 and 50. All the women were interviewed and asked about their spending patterns. At the end, the team found that almost two-thirds out of 153 participants who were in the luteal phase - the latest stage of their menstrual cycle - reported that they had purchased something driven by an impulse, and more than 50 per cent admitted that they had overspent by $35. It was also found that many women went over their usual shopping limits by $350, mainly on clothes.

The researchers noted that 10 days before their menstrual cycle, all the participants were losing control over their finances, and were driven by the desire to spend money and buy things that they did not even really need. Most of the women even felt guilty and experienced remorse if not right away, but at least towards the beginning of the next cycle.

Dr. Pine speculates that the desire to overspend could be attributed to hormonal changes during the menstrual cycle. Another theory based on a research conducted by other scientists suggests that women tend to buy items like jewelry and high heels to make themselves feel more beautiful at a time that coincides with the time of ovulation, when they are most fertile, typically around 2 weeks before the start of a next period. Pine says this is known as an "ornamental effect."

Dr. Pine explained that the spending behavior is more likely a reaction to intense emotions. For many women, shopping has become the only possible way to deal with the PMS symptoms they experience. Women at this time of a month tend to feel very stressed or depressed and are more likely to go shopping to overcome anxiety and moodiness, to cheer themselves up and are using it to regulate their emotions.

The psychologists say that, while sanctioned, the shopping that involves losing control is not a right thing to do and, therefore should be put a hold on as soon as possible. While cautioning that ladies should not be indulging themselves in an impulsive spending. "If women are worried about their spending behavior, then they should avoid going shopping at the end of their menstrual cycle." Dr. Pine warns. The scientist Simonne Gnessen completely agrees with this statement, pointing out that this particular type of shopping is one of the biggest causes that leads to a female debt, and maybe even the biggest. "Many women say shopping has become an emotional habit. Instead of spending because they need the goods, they spend for the thrill that buying gives them." Gnessen says.

However, at the same time Dr. Pine stresses out that shopping is still a better solution to deal with emotions rather than alcohol or drug abuse.

Tags: Women's Health, Psychology & Psychiatry, Women's Studies

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