The evolutional psychology theory suggests that women’s psychology and behavior fluctuate with their menstrual cycle, due to the fluctuating reproduction motives activated by the brief chance of conception. The conception chance accompanied by ovulation boosts women’s sexual desire, causingthem to seek and attract mates. In order to make sure the offspring inherits good genes, women prefer men with characteristics of good genes; meanwhile, women would be more likely to use self-protection behavior to protect their offspring from staining by bad genes. Further, the ovulation cues can affect men’s motivation and behavior as well. Future research should explore other motivations and behaviors caused by ovulation, such as the competitive motivation among females and consumer behavior, to enhance practical implications.