Women Buy Sexier Cloths While Ovulating

According to a recent research from the University of Minnesota, women buy sexier cloths 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,” said Kristina Durante, a post-doctoral fellow at the University of Minnesota’s Carlson School of Management and lead author of the study.

According to this research, women select sexier clothing and accessories after being shown photographs of attractive local women than when they were shown photos of ugly or unattractive women from their area. And women who were not ovulating did not select such clothing and ovulating women chose the cloths without knowing that they are choosing them. When women are ovulating she wants to attract the romantic partner. Durante said, to do that, “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.”

According to the researchers, woman’s consumer behavior is influenced by her ovulation. “For about five to six days every month, normally ovulating women — representing over a billion consumers — may be especially likely to purchase products and services that enhance physical appearance,” said Durante.