DON'T be alarmed if the woman in your life has suddenly started shopping for slinky dresses and low-cut tops. It probably just means she's at her most fertile.
According to research, women buy sexier clothes when they are ovulating, in a bid to outdo their love rivals. US scientists claim that they are driven by an unconscious desire to impress at the time they are most likely to conceive.
Perhaps surprisingly, though, they are not doing it for the benefit of men - but to intimidate other women. Kristina Durante, of the University of Minnesota, said, "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."
The study, to be published in the Journal of Consumer Research, reveals that consumer choices can be driven by hormonal factors.
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