Pregnant women’s choice of food is hormonal —Experts

T HERE’s a reason for the clichéd image of a crying pregnant woman eating pickles and ice cream. It’s based on real life. Pregnancy, of course, can be an amazing experience. Trouble sleeping, heartburn and indigestion, constipation, dizziness, sore breasts and body aches are just a few of the things also experienced throughout their pregnancy.

Pregnancy can also bring up other mood and emotionally charged issues, such as difficult family relationships, insecurities and unrealistic expectations, which may have previously been suppressed or ignored.

However, researchers believe that moods and emotional swings during the pregnancy cycle may affect the women’s product preferences, especially in the first and third trimesters.  In a new study, the researcher said women purchase preferences shift as pregnancy move from one trimester to another. It was in the 2020 edition of the Nigerian Journal of Clinical Practice.

The study had considered women’s attention to the status and functional products during the pregnancy which consists of three trimesters. It found that women pay more attention to status products during the 2nd trimester as compared to the first and third trimesters of pregnancy.

It involved 126 pregnant women that were divided into 3 trimesters concerning their pregnancy week. They were exposed to visual attention of specifically designed images with a unique combination of the status and functional products. The status product includes car, watch, diamond ring, bag, house, mobile phone, bed, shoes, perfume and smart TV and functional products included such things as comb, mug, towel, chair, hanger and bin.

They took into consideration other factors that may contribute to the decision making of these women such as demographical variables and economic status.

Professor Chris Aimakhu, a consultant obstetric and gynaecologist, University College Hospital (UCH), Ibadan, said hormonal changes in pregnancy can affect women’s mood, including their choices of food and other things they do.

According to him, “so it is not only food, but the hormonal changes also influence their body image. Some other things do, like what they wear. Some pregnant women like to wear things that don’t show they are pregnant, some despite pregnancy still want to fashionable while others prefer clothes that they are free in.

“However, but I have not heard about things like preference for expensive things. But in terms of body image, they might want to look good.  Their purchase preferences, probably may be more environmental or culturally.”

The researchers declared “this research infers that if the changes during the menstrual cycle contribute to decision making, product preferences and purchase patterns of the individuals, then the pregnancy cycle may also have a significant contribution in decision making and product preferences, as pregnancy is reported to have 30 times higher hormonal changes and increased psychological swing as compared to the menstrual cycle.”

They, however, declared that the finding that women purchase preferences shift as pregnancy move from one trimester to another is also consistent with previous studies that indicated women prefer variety in rewards and increased variety-seeking during ovulation; women prefer revealing clothes and pay more attention to luxury products during ovulation; and the women spend money on gifts for loved ones during the luteal (a stage in the menstrual cycle) phase.

Moods and emotions are regarded as the key contributor to the decision-making process. Especially, the emotions, which have longer durations are referred to as moods, have specific implications of individual intentions and decision making.

Many different factors can influence the outcomes of purchasing decisions. Some of these factors are specific to the buying situation: what exactly you are buying and for what occasion. Other factors are specific to each person: an individual’s background, preferences, personality, motivations, and economic status.

When it comes to the psychological factors; four important things affecting the consumer buying behaviour include perception, motivation, learning, beliefs and attitudes. Social factors include reference groups, family, and social status. These factors too affect the buying behaviour of the consumer. At the root of our decisions, there are five factors we rely constantly on to help us make the right choice – emotional states, beliefs, values, incentive, and past experiences.

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