MADRID, August 4 - Researchers at the University of Minnesota, United States, say that women that are ovulating tend to buy more sexy clothes, even sometimes subconsciously, according to the results of a study published in the Journal of Consumer Research.
According to researchers of this curious finding, the reason for this "sexy" choice is not to impress men, but to "outperform the rest of women, which these days seem more attractive than them and are considered as rivals" says Kristina Durante, author of the study.
In the investigation, which sought to study how hormonal changes affect consumer behaviour, presented a series of photographs of other women to a group of women. They were then asked to choose the preferred clothes and accessories.
Thus, it was observed that most participants chose the "sexy" accessories on those women who appeared less attractive or came from areas far from the participants’. Therefore they "were not seen as competition." Furthermore, these patterns of behaviour were only observed in women who were ovulating.
These results have practical implications for retailers since an ovulatory cycle will impact women consumers’ buying habits.
So Durante says, “for five to six days every month, women are especially prone to buy products and services that will improve their physical appearance," not only clothes or accessories but also cosmetics and bodycare products.
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