When ovulating, women try harder for men

Researchers at the University of Minnesota's Carlson School of Management found that women unconsciously opt for clingier, sexier clothes during the time of the month when they are at the peak of fertility.

Ovulating women try to look sexier
Interestingly, women do not make these choices to impress the opposite sex. They do it because they want to outshine rival females, said the researchers.

“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, lead author of the study. “If you look more desirable than your competition, you are more likely to stand out.”

How hormones influence women’s shopping behavior?
The study, to be published in the next issue of the Journal of Consumer Research, is among the very few researches focused on examining the hormonal influence on shopping behaviors of women.

Ovulation, it seems, makes women try harder for a desirable partner.

Dressing in a sexier way is only a way of attracting the best mate around, and women do it the most when they are ovulating.

“For about five to six days every month, normally ovulating women may be especially likely to purchase products and services that enhance physical appearance.” -- Kristina Durante, lead author of the study

Researchers observed that ovulating women tried to look better than others in their region, because they are potential competitors. The ones who felt threatened by pretty locals made sexier choices than those who were shown less beautiful girls, living thousands of miles away from them.

“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,” said Durante.

No ovulation, no odd appeal for sexier clothes
The study participants who were not ovulating in that period did not seem to have any special preference for clothes that are more appealing.

“For about five to six days every month, normally ovulating women may be especially likely to purchase products and services that enhance physical appearance,” Durante said.

And it’s not just sexier clothes, shoes, and fashion accessories that entice ovulating women; they are also likely to spend highly on cosmetics, health supplements, fitness products, medical procedures, etc.