Ovulating women buy sexier clothes

Ovulating women unconsciously buy sexier clothes, doing so not to impress men, say the University of Minnesota researchers who conducted the study, 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,” says researcher Kristina Durante. “If you look more desirable than your competition, you are more likely to stand out.”

Durante’s research, published in the Journal of Consumer Research, provides some of the first evidence of how, why, and when consumer behavior is influenced by hormonal factors.

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 says.

The new findings have practical implications for marketers because ovulatory cycle effects may profoundly influence women’s consumer behavior. “For about five to six days every month, normally ovulating women may be especially likely to purchase products and services that enhance physical appearance,” says Durante. Such products include not only clothing, shoes, and fashion accessories, but also cosmetics, health supplements, fitness products and medical procedures.

Related:
Ovulation triggers female risk-taking behavior
Male testosterone levels surge with ovulation
Unnatural selection: Courtesy of The Pill
Women more likely to bed men in red
Color red makes men behave “like animals”
Men: Simple Creatures

Source: University of Minnesota

, ,

Comments are closed.

Vintage Preg-No-Matic Pregnancy Ovulation Rhythm Calculator Chart 1951 picture

Vintage Preg-No-Matic Pregnancy Ovulation Rhythm Calculator Chart 1951

$9.99



Vintage Preg-No-Matic Ovulation Wheel Birth Control Pregnancy Literature 1953 picture

Vintage Preg-No-Matic Ovulation Wheel Birth Control Pregnancy Literature 1953

$19.00



Vintage Ovulindex Thermometer Linacre Laboratories Pregnancy Fertility Ovulation picture

Vintage Ovulindex Thermometer Linacre Laboratories Pregnancy Fertility Ovulation

$49.99



Vintage B-D Basal Temperature Ovulation Termometer Basal Thermometergraph C11V picture

Vintage B-D Basal Temperature Ovulation Termometer Basal Thermometergraph C11V

$35.00



1948 The Forecaster Women's Menstrual Cycle Slide Rule Ovulation Predictor   picture

1948 The Forecaster Women's Menstrual Cycle Slide Rule Ovulation Predictor

$12.00



Preg-No-Matic Ovulation Wheel 1953 Birth Control Pregnancy picture

Preg-No-Matic Ovulation Wheel 1953 Birth Control Pregnancy

$20.00



OVULATION CHART C1910 Magic Lantern Slide MEDICAL ILLUSTRATION picture

OVULATION CHART C1910 Magic Lantern Slide MEDICAL ILLUSTRATION

$19.39



VINTAGE RARE FAICHNEY MICH 1 GLASS Liquid Ovulation THERMOMETER picture

VINTAGE RARE FAICHNEY MICH 1 GLASS Liquid Ovulation THERMOMETER

$25.00



2013 Clearblue Ovulation Test Advanced Digital Print Ad picture

2013 Clearblue Ovulation Test Advanced Digital Print Ad

$10.13



HOT SALE I Survived Ovulation Week T-Shirt picture

HOT SALE I Survived Ovulation Week T-Shirt

$25.99



Powered by WordPress. Designed by WooThemes