Ovulating Ladies More Inclined To Slut It Up

According to a new study, women are more likely to dress provocatively when we're ovulating. But, unlike everything else we do, this isn't for men. We bring it for the ladies.

In the recent report, published in The Journal of Consumer Research, found that ovulating women unconsciously choose to buy sexier, more revealing clothing after being shown pictures of attractive women. In order to come to this conclusion, researchers asked a group of women to view a series of photographs. Some were shown "attractive local women," while others were shown the homely ones, and another group: the "attractive" non-local women (who they were told live over 1,000 miles away). Next, participants were asked to make choices about what products they would like to purchase. They found that ovulating women who looked at pictures of attractive local women were more likely to buy the ho-clothes than women who saw pictures of "unattractive" women or attractive foreign ladies.

Kristina Durante, a post-doctoral fellow at the University of Minnesota and the author of the study, concluded:

The desire for women at peak fertility to unconsciously choose products that enhance appearance is driven by a desire to outdo attractive rival women. If you look more desirable than your competition, you are more likely to stand out... 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.

Okay, so yes, it is really all about men (and sex, natch). This study confirms many of the worst stereotypes about women - and blames it all on our fucking hormones. Apparently, we're are all catty bitches trying to outdo each other with our outfits. Did I mention sometimes I hate science?

U Of M Research Finds Ovulating Women Unconsciously Buy Sexier Clothing To Outdo Attractive Women [UMN]
Fertile Women Dress Sexier [The Sun]
Women Buy Sexier Clothes When They're Most Fertile [Telegraph]