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Ovulating women unconsciously buy sexier clothes | Don't be surprised if the woman in your life has suddenly started buying sexy dresses. It probably just means she's ovulating. That's the conclusion of a new University of Minnesota research, which suggests that women unconsciously
buy sexier clothes when they are at their most fertile. The researchers also found
that ovulating women unconsciously dress to impress - doing so not to impress
men, but to outdo rival women during the handful of days each month when they
are ovulating. "The desire for women at peak fertility to unconsciously choose
products that enhance appearance is driven by a desire to outdo attractive rival
women. If you look more desirable than your competition, you are more likely to
stand out," said Kristina Durante, a post-doctoral fellow at the Carlson School
. This research provides some of the first evidence of how, why, and when consumer
behavior is influenced by hormonal factors. Durante and co-authors focused their
predictions on the fact that competition for a suitable partner would be influenced
by a woman"s fertility status. "We found that, when ovulating, women chose sexier
fashion products when thinking about other attractive, local but not distant women,"
said Durante. Although the end result is to attract the best romantic partner
available, Durante"s research found that ovulating women"s choice of dress is
motivated by the other women in their environment. "In order to entice a desirable
mate, a woman needs to assess the attractiveness of other women in her local environment
to determine how eye-catching she needs to be to snare a good man," Durante said.
In the study, researchers had ovulating women view a series of photographs of
attractive local women and then asked them to choose clothing and accessory items
to purchase. The majority of participants chose sexier products than those who
had been shown photographs of unattractive local women or women who lived over
1000 miles away. This change in consumer choice is not a conscious decision and
non-ovulating women are not subject to the effect. The current findings have practical
implications for marketers because ovulatory cycle effects may profoundly influence
women"s consumer behavior. The study appears in the Journal of Consumer Research. |
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