Women buy sexier clothes when they're ovulating, researchers from the University of Minnesota found in a study they say could impact how products associated with looks are marketed.
"The desire for women at peak fertility to unconsciously choose products that enhance appearance is driven by a desire to outdo attractive rival women," said Kristina Durante, a post-doctoral fellow at the University of Minnesota's Carlson School of Management and lead author of the study.
"If you look more desirable than your competition, you are more likely to stand out."
The researchers found that ovulating women chose sexier clothing and accessories for themselves after being shown photographs of attractive local women than when they were shown photos of unattractive women from their area or women who live more than 1,000 miles away.
Women who were not ovulating did not make the same choice, and the ovulating women made it unconsciously, the researchers found.
The aim of preening during ovulation is to attract the best romantic partner, said Durante. - Agence France Presse
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Topic: What Women Do When They Ovulate (Read 916 times)