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Racier Clothing Choices for Ovulating Women

Racier Clothing Choices for Ovulating Women New research finds that ovulating women unconsciously buy sexier clothes — not so much to impress men, but to outdo rival women.

“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 Kristina Durante, a post-doctoral fellow at the University of Minnesota.

“If you look more desirable than your competition, you are more likely to stand out.”

This research provides some of the first evidence of how, why, and when consumer behavior is influenced by hormonal factors.

Durante and co-authors focused their predictions on the fact that competition for a suitable partner would be influenced by a woman’s fertility status.

“We found that, when ovulating, women chose sexier fashion products when thinking about other attractive, local but not distant women,” says Durante.

“If you are in New York, a woman who lives in LA isn’t going to be seen as competition.”

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.

In the study, researchers had ovulating women view a series of photographs of attractive local women and then asked them to choose clothing and accessory items to purchase.

The majority of participants chose sexier products than those who had been shown photographs of unattractive local women or women who lived over 1000 miles away. This change in consumer choice is not a conscious decision and non-ovulating women are not subject to the effect.

The current 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 — constituting over a billion consumers — 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, medical procedures, and more.

The research will be published in the journal of Consumer Research.

Source: University of Minnesota

Racier Clothing Choices for Ovulating Women

Rick Nauert PhD

Rick Nauert, PhDDr. Rick Nauert has over 25 years experience in clinical, administrative and academic healthcare. He is currently an associate professor for Rocky Mountain University of Health Professionals doctoral program in health promotion and wellness. Dr. Nauert began his career as a clinical physical therapist and served as a regional manager for a publicly traded multidisciplinary rehabilitation agency for 12 years. He has masters degrees in health-fitness management and healthcare administration and a doctoral degree from The University of Texas at Austin focused on health care informatics, health administration, health education and health policy. His research efforts included the area of telehealth with a specialty in disease management.

APA Reference
Nauert PhD, R. (2015). Racier Clothing Choices for Ovulating Women. Psych Central. Retrieved on May 24, 2018, from https://psychcentral.com/news/2010/08/05/racier-clothing-choices-for-ovulating-women/16467.html

 

Scientifically Reviewed
Last updated: 6 Oct 2015
Last reviewed: By John M. Grohol, Psy.D. on 6 Oct 2015
Published on PsychCentral.com. All rights reserved.