home
RSS
August 5th, 2010
02:23 PM ET

Women buy sexier clothes when most fertile

If you're a woman who loves to shop, your purchases may be unconsciously influenced by your hormones.

A new study, to be published in the Journal of Consumer Research, finds that women at peak fertility are more likely to buy sexy, revealing clothes than women of a similar age range who are at less fertile points in their cycles.

Near ovulation, women are more likely to conceive. Previous studies have shown that women prefer more masculine men during this fertile time period each month. It makes sense that they would also want to show off their bodies more then, says lead author Kristina Durante of the University of Minnesota.

"Our mating choices need to be optimized at that time, so we need to make sure that we’re looking good," Durante said. "Since poor mating choices have very high consequences when you’re ovulating, it makes sense that you need to really be on your game."

The study instructed women to shop for clothes using a website created specifically for the research. They could choose 10 items of clothing, without brand names, out of 128 - half of which were sexy and alluring, and the other half of which were more conservative. For instance, there was a mini-skirt and a longer skirt to choose from.

The researchers believed that women might be choosing the sexy clothes because they wanted to impress men, or because they wanted to beat out their competition, or both. So, in one phase of the study, they showed some women photographs of attractive men, and others photographs of attractive women, before doing the shopping test.

It turns out that seeing attractive men made women shop for sexier clothes regardless of their fertility, perhaps unsurprisingly. But the ovulation hormones seemed to kick in to explain the clothing choices when they viewed images of attractive women.

What's more, the study found that women were most likely to choose the revealing attire when presented with other attractive women who were said to be local. Women did not behave the same way when told that the attractive women lived 1,000 miles away. Somewhat related, here's a study on mate-copying.

The women were 18 to 27 years of age. Half of them were single and half said that they were in committed relationships, and their relationship status did not seem to affect their shopping behavior in the study, Durante said.

Being aware of this effect may help women who are trying to regulate their shopping behavior, Durante said.

For anyone trying to sell clothes: Using more local, "everyday"-looking women might make women more likely to buy than famous models who obviously don't live in the area, she said.


soundoff (164 Responses)
  1. Resell Proxies

    Once I originally commented I clicked the -Notify me when new feedback are added- checkbox and now every time a remark is added I get 4 emails with the identical comment. Is there any method you may take away me from that service? Thanks!

    https://dreamproxies.com/tag/free-proxies-offer-buy-cheap/

    February 16, 2021 at 01:22 | Report abuse | Reply
  2. https://www.yamatocosmos.com

    Best view i have ever seen !

    https://images.google.com/url?q=https://www.yamatocosmos.com

    February 18, 2021 at 20:20 | Report abuse | Reply
  3. buy tadalafil us

    raven penis order tadalafil what is tadalista

    February 22, 2021 at 01:47 | Report abuse | Reply
  4. hidroxicloroquina

    chloroquine chloroquine sulfate chloroquine phosphate medicine

    February 22, 2021 at 16:21 | Report abuse | Reply
  5. ClarkTauts

    tcntd zoe1x etop

    February 28, 2021 at 19:28 | Report abuse | Reply
  6. Clare Quest

    Hi there! I know this is kind of off topic but I was wondering which blog platform are you using for this website? I'm getting tired of WordPress because I've had issues with hackers and I'm looking at alternatives for another platform. I would be great if you could point me in the direction of a good platform.

    Proxyti.com

    March 1, 2021 at 03:51 | Report abuse | Reply
  7. Benito Sweany

    Hello are using WordPress for your site platform? I'm new to the blog world but I'm trying to get started and set up my own. Do you need any coding expertise to make your own blog? Any help would be really appreciated!

    https://proxyti.com/buy/5000-private-proxies/

    March 1, 2021 at 09:27 | Report abuse | Reply
  8. Svetlana Buttler

    With havin so much content and articles do you ever run into any problems of plagorism or copyright violation? My website has a lot of unique content I've either authored myself or outsourced but it appears a lot of it is popping it up all over the internet without my agreement. Do you know any ways to help stop content from being stolen? I'd really appreciate it.

    https://Proxyti.com/buy/5000-private-proxies/

    March 2, 2021 at 06:30 | Report abuse | Reply
  9. Laurette Strini

    https://www.electricpercolatorcoffeepot.com/10-top-coffee-bloggers/

    March 6, 2021 at 14:24 | Report abuse | Reply
  10. CENTERFIRE PISTOLS

    838533 555374Often the Are generally Weight reduction strategy is unquestionably an low-priced and flexible weight-reduction plan product modeled on individuals seeking out shed some pounds combined with at some point maintain a far healthier your life. la weight loss 574692

    March 14, 2021 at 11:44 | Report abuse | Reply
  11. https://www.shinsen-mart.com

    Best view i have ever seen !

    https://images.google.com.ar/url?q=https://www.shinsen-mart.com

    March 14, 2021 at 22:25 | Report abuse | Reply
  12. Jim Pickrell

    That is a good tip especially to those new to the blogosphere. Short but very accurate info… Many thanks for sharing this one. A must read post!

    https://extraproxies.com/buy-proxies/2000-proxy-pack

    March 28, 2021 at 00:47 | Report abuse | Reply
  13. High Profile Escorts in Bangalore

    I guess the most important thing is to steer clear away from spam moderators by putting comment that actually MATTER. Anyways, I’ll be using these blogs. Thank you so much!

    https://independentmodeldaisy.com

    March 29, 2021 at 03:05 | Report abuse | Reply
  14. does guardian dental cover denturessays:

    725345 953561Keep all the articles coming. I love reading through your points. Cheers. 578209

    March 31, 2021 at 20:37 | Report abuse | Reply
  15. Eloise Linne

    Aw, this was a really good post. Taking the time and actual effort to produce a very good article… but what can I say… I put things off a lot and never manage to get anything done.

    https://extraproxies.com/tag/demanding/

    April 1, 2021 at 10:47 | Report abuse | Reply
  16. Bangalore Escort Services

    I guess the most important thing is to steer clear away from spam moderators by putting comment that actually MATTER. Anyways, I’ll be using these blogs. Thank you so much!

    https://independentmodeldaisy.com

    April 3, 2021 at 02:57 | Report abuse | Reply
  17. Good Proxy List

    From my notice, shopping for electronics online can for sure be expensive, however there are some tips that you can use to acquire the best discounts. There are constantly ways to discover discount bargains that could help make one to buy the best gadgets products at the smallest prices. Interesting blog post.

    https://dreamproxies.com/free-proxies-and-discounts

    April 8, 2021 at 08:17 | Report abuse | Reply
  18. Buy Proxy

    I have observed that over the course of developing a relationship with real estate proprietors, you'll be able to get them to understand that, in most real estate financial transaction, a commission rate is paid. Eventually, FSBO sellers tend not to "save" the payment. Rather, they struggle to earn the commission through doing the agent's work. In accomplishing this, they devote their money and time to execute, as best they could, the tasks of an agent. Those duties include exposing the home via marketing, offering the home to prospective buyers, building a sense of buyer urgency in order to induce an offer, booking home inspections, controlling qualification assessments with the bank, supervising repairs, and facilitating the closing of the deal.

    https://Dreamproxies.com/

    April 8, 2021 at 10:41 | Report abuse | Reply
  19. buy generic cialis without prescription canadian pharmacy

    canadian pharmacy for cialis https://canadacialisstore.com/ canadian generic cialis 20mg

    April 11, 2021 at 18:40 | Report abuse | Reply
1 2 3

Post a comment


 

CNN welcomes a lively and courteous discussion as long as you follow the Rules of Conduct set forth in our Terms of Service. Comments are not pre-screened before they post. You agree that anything you post may be used, along with your name and profile picture, in accordance with our Privacy Policy and the license you have granted pursuant to our Terms of Service.

Advertisement
About this blog

Get a behind-the-scenes look at the latest stories from CNN Chief Medical Correspondent, Dr. Sanjay Gupta, Senior Medical Correspondent Elizabeth Cohen and the CNN Medical Unit producers. They'll share news and views on health and medical trends - info that will help you take better care of yourself and the people you love.