Featured Research

from universities, journals, and other organizations

Ovulating women unconsciously buy sexier clothing to outdo attractive women

Date:
August 5, 2010
Source:
University of Minnesota
Summary:
Ovulating women unconsciously buy sexier clothes, says new research. The study finds that ovulating women unconsciously dress to impress -- doing so not to impress men, but to outdo rival women during the handful of days each month when they are ovulating.

Ovulating women unconsciously buy sexier clothes, says new research from the University of Minnesota's Carlson School of Management. The study finds that ovulating women unconsciously dress to impress -- doing so not to impress men, but to outdo rival women during the handful of days each month when they are ovulating.

Related Articles


"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 Carlson School. "If you look more desirable than your competition, you are more likely to stand out."

This research, forthcoming in the Journal of Consumer 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.


Story Source:

The above story is based on materials provided by University of Minnesota. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kristina Durante, Vladas Griskevicius, Sarah E. Hill, Carin Perilloux and Norman Li. Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior. Journal Consumer Research, (in press)

Cite This Page:

University of Minnesota. "Ovulating women unconsciously buy sexier clothing to outdo attractive women." ScienceDaily. ScienceDaily, 5 August 2010. <www.sciencedaily.com/releases/2010/08/100804122711.htm>.
University of Minnesota. (2010, August 5). Ovulating women unconsciously buy sexier clothing to outdo attractive women. ScienceDaily. Retrieved March 26, 2015 from www.sciencedaily.com/releases/2010/08/100804122711.htm
University of Minnesota. "Ovulating women unconsciously buy sexier clothing to outdo attractive women." ScienceDaily. www.sciencedaily.com/releases/2010/08/100804122711.htm (accessed March 26, 2015).

Share This


More From ScienceDaily



More Health & Medicine News

Thursday, March 26, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

House Ready to Pass Medicare Doc Bill

House Ready to Pass Medicare Doc Bill

AP (Mar. 26, 2015) In rare bipartisan harmony, congressional leaders pushed a $214 billion bill permanently blocking physician Medicare cuts toward House passage Thursday, moving lawmakers closer to resolving a problem that has plagued them for years. (March 26) Video provided by AP
Powered by NewsLook.com
HIV Outbreak Prompts Public Health Emergency In Indiana

HIV Outbreak Prompts Public Health Emergency In Indiana

Newsy (Mar. 26, 2015) Indiana Gov. Mike Pence says he will bring additional state resources to help stop the epidemic. Video provided by Newsy
Powered by NewsLook.com
Indiana Permits Needle Exchange as HIV Cases Skyrocket

Indiana Permits Needle Exchange as HIV Cases Skyrocket

Reuters - US Online Video (Mar. 26, 2015) Governor Mike Pence declares the recent HIV outbreak in rural Indiana a "public health emergency" and authorizes a short-term needle-exchange program. Rough Cut (no reporter narration) Video provided by Reuters
Powered by NewsLook.com
AAA: Distracted Driving a Serious Teen Problem

AAA: Distracted Driving a Serious Teen Problem

AP (Mar. 25, 2015) While distracted driving is not a new problem for teens, new research from the AAA Foundation for Traffic Safety says it&apos;s much more serious than previously thought. (March 25) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins