Ovulation causes sexy purchases

We live in enlightened times…don’t we? Men and women are no longer driven merely by the need to procreate…are we? We have been liberated from our physical moorings leaving our souls free to soar the winds of creativity and spiritual searching…haven’t we? Maybe not…

A scan through the literature in any given week shows research that keeps indicating we are often motivated by base, if unconscious, reproductive goals. This is not necessarily a bad thing, it does not necessarily negate our ability to have higher aspirations, it’s just part of who we truly are. For instance one new study has shown that the physical fact of ovulation makes women more likely to buy sexy clothes, but only under certain competitive conditions.

For the study researchers had ovulating women view a series of photographs. Some of the women were shown photos of attractive women who lived in the local area, others were shown photos of unattractive women from the local area, and others were shown images of attractive women who lived more than 1000 miles away.

The women were then asked to purchase clothing and accessory items. The results showed that a significant majority of ovulating women chose sexier clothes when shown a local, attractive woman but not when the woman pictured was unattractive or from far away. The inference is that when a woman is ovulating she is trying to attract a desirable mate but assesses her environment to establish how attractive she needs to be.

It was a consumer research journal that published this research from the University of Minnesota and the implications for consumerism are clearly huge. For five days a month a woman is susceptible to being encouraged to purchase products that enhance her appearance. It would seem that there is a market niche there for the The Ovulation Store.

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