Ovulating women buy sexier clothes

Study says females choose slinky stuff when fertile and marketers could target them accordingly

thestar.com
August 5, 2010
Nancy J. White Living Reporter

Attention female shoppers: Step away from those show-off-the-cleavage blouses and tickle-the-tush skirts. You may just be ovulating.

Women at peak fertility unconsciously choose sexier clothes than they do at other times of the month, according to a study in the Journal of Consumer Research.

And if they’re aware of rivals — attractive women nearby — they’ll scoop up even more skimpy little outfits.

“Women at high fertility unconsciously desire to be at their most attractive, and the first hurdle is to be as attractive or more so than other women in the local environment,” says lead author Kristina Durante, a post-doctoral fellow at the University of Minnesota’s Carlson School of Management.

While women’s consumer behaviour has been studied, there hasn’t been much research into how it’s hormone-driven, according to the study’s authors. The findings might even help marketing companies capitalize on a woman’s fertility cycle.

It all started with monkeys. Scientists observed that the females at prime fertility were much more aggressive and intimidating to the other females, explains Durante.

Human research showed that a woman near ovulation preferred more masculine-looking, socially dominant guys than at other times in her cycle. All this got Durante, who is in marketing, thinking about hormones and product choices, the modern-day weapon in the jungle hunt for a mate.

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Author: Leslie Carol Botha

Author, publisher, radio talk show host and internationally recognized expert on women's hormone cycles. Social/political activist on Gardasil the HPV vaccine for adolescent girls. Co-author of "Understanding Your Mood, Mind and Hormone Cycle." Honorary advisory board member for the Foundation for the Study of Cycles and member of the Society for Menstrual Cycle Research.