Women Who Are Ovulating Unconsciously Buys Sexy Clothes
Women who are ovulating (releasing an egg ovaries) unconsciously buy sexy clothes, says a new research from the Carlson School of Management, University of Minnesota, United States. According to this study, women who are ovulating are unconsciously wears clothes – not to attract the attention of men – but to compete with other women during fertile time each month.
“The desire of women at the top of fertility to select products that enhance the appearance is driven by the desire to beat the rival of fellow women,” said Kristina Durante, from the Carlson School, according to ScienceDaily.
This study, which will be published in the Journal of Consumer Research, provides some evidence about how, why, and when consumer behavior is influenced by hormonal factors. Durante and his colleagues focused their estimates about the fact that the competition for a suitable partner will be influenced by a woman’s fertility status.
“We found that, during ovulation, women choose sexy fashion products,” said Durante. Although the end result is to attract the best romantic couples, according to Durante’s research, women’s dress choice was motivated by other women who are ovulating in their environment. “In order to attract the desired partner, a woman needs to assess the attractiveness of other women in the local environment, to determine how eye-catching she needs to attract handsome men,” Durante said.
These findings have practical implications for marketers of products due to the effects of ovulation cycle is very likely to affect the behavior of female consumers.