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
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.
source : brain mysteries