Navigation Links
Mama wears Prada: Ovulating women buy sexier clothing
Date:8/24/2010

In an unconscious attempt to outdo female rivals, ovulating women buy sexier clothing, according to a new study in the Journal of Consumer Research.

"Not unlike the chimps featured on the Discovery Channel, women become more competitive with other females during the handful of days each month when they are ovulating. The desire for women at peak fertility to unconsciously choose products that enhance appearance is driven by a desire to outdo attractive rival women," write authors Kristina M. Durante, Vladas Griskevicius (both University of Minnesota), Sarah E. Hill (Texas Christian University), Carin Perilloux (University of Texas at Austin) and Norman Li (Singapore Management University).

The authors' research provides some of the first evidence of the influence of hormonal factors on consumer behavior. "We found that, when ovulating, women choose sexier fashion products when thinking about other attractive, localbut not distantwomen," the authors write. "If you are in New York, a woman who lives in LA isn't going to be seen as competition."

"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," the authors write.

In the study, researchers had ovulating women view a series of photographs of attractive local women and then asked them to choose clothing and accessories to purchase. The majority of participants chose sexier products than those who were shown photos of less attractive local women or women who lived more than 100 miles away. The authors found that women were not conscious of their choices and the researchers did not find the same effect in non-ovulating women.

The study's findings have practical implications for marketers. "For about five to six days each month, normally ovulating womenconstituting over a billion consumersmay be especially likely to purchase products and services that enhance physical appearance," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Survey of American women finds STD vaccine viewed positively
2. Black women with SLE develop cardiovascular disease at early age
3. Beer Linked to Psoriasis in Women
4. Red Meat May Boost Womens Heart Disease Risk
5. Birth control pill equally effective for women regardless of their weight
6. Estrogen not associated with lung cancer incidence and mortality among postmenopausal women
7. Technique to preserve fertility in young women may be unsafe for patients with leukemia
8. New drug reduces tumor size in women with advanced hereditary ovarian or breast cancer
9. Menstrual Cramps May Alter Womens Brains
10. Narcissistic Men Typically Direct Their Rage at Straight Women
11. UC Denver study finds beautiful women face discrimination in certain jobs
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/26/2016)... ... June 26, 2016 , ... Many women are confused ... endometriosis. These women need a treatment plan to not only alleviate symptoms and ... help for preservation of fertility and ultimately achieving a pregnancy. The specialists at ...
(Date:6/25/2016)... , ... June 25, 2016 , ... First Choice ... States, named Dr. Sesan Ogunleye, as the Medical Director of its new Mesquite-Samuell Farm ... Medical Director of our new Mesquite location,” said Dr. James M. Muzzarelli, Executive Medical ...
(Date:6/24/2016)... ... June 24, 2016 , ... A recent article published June 14 ... The article goes on to state that individuals are now more comfortable seeking to ... operations such as calf and cheek reduction. The Los Angeles area medical group, Beverly ...
(Date:6/24/2016)... ... 2016 , ... Global law firm Greenberg Traurig, P.A. announced that 20 Florida ... their peers for this recognition are considered among the top 2 percent of lawyers ... as members of this year’s Legal Elite Hall of Fame: Miami Shareholders Mark ...
(Date:6/24/2016)... ... 24, 2016 , ... EB Medicine presented its first-ever “Issue ... conference in Ponte Vedra Beach, FL. The awards honor the outstanding work of ... and Pediatric Emergency Medicine Practice. , “With this award, we recognize the ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... June 24, 2016  Collagen Matrix, Inc., ("Collagen ... and manufacturing of collagen and mineral based medical ... that Bill Messer has joined the ... further leverage the growing portfolio of oral surgery, ... Bill joins the Collagen Matrix executive team ...
(Date:6/24/2016)...   Bay Area Lyme Foundation , collaborating ... for Tick Borne Illness , Harvard Medical School ... Medicine, University of California, Berkeley, and the Veterans ... finalists of Lyme Innovation , the first ... scientists, clinicians, researchers, entrepreneurs, and investors from several ...
(Date:6/24/2016)... 2016 Research and Markets ... Electronics 2015-2025: Applications, Technologies, Forecasts" report to ... In-Mold Electronics, Smart Skin, Structural Health Monitoring, Composite ... Structural electronics involves electronic and/or electrical components and ... dumb structures such as vehicle bodies or conformally ...
Breaking Medicine Technology: