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.
Although the end result is to attract the best romantic partner available, the research found that ovulating women's choice of dress is motivated by other women they are likely to encounter.
Dr Durante, a post-doctoral fellow at the university's Carlson School of Management, said, "We found that, when ovulating, women chose sexier fashion products."
In the study, researchers asked women at different stages of their menstrual cycle to view a series of photographs of other women, and then told them to choose clothing and accessories to purchase.
Among participants who were ovulating, those shown pictures of attractive local women tended to choose sexier products than those shown photographs of unattractive women.
This change in consumer choice was not a conscious decision and was not seen in non-ovulating women, said Dr Durante.
- Daily Mail
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