Bounty

Ovulating women choose to buy sexier clothes, research from the University of Minnesota has claimed.

Women subconsciously choose sexier outfits at peak fertility times to enhance their appearance in an attempt to outdo their female competition, lead author of the study Kristina Durante told AFP news.

The post-doctoral fellow at the University of Minnesota's Carlson School of Management added: "If you look more desirable than your competition, you are more likely to stand out."

The study found that after women who were ovulating were shown photographs of attractive ladies in the area wearing sexier clothing and accessories they then purchased those items.

It was discovered that ovulating women make the choices unconsciously and that women who are not at peak fertility make different clothing decisions.

Durante told AFP that in order to accomplish this, "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 study shows that women assess fashion accessories, clothing, shoes, health supplements, cosmetics, medical procedures and fitness products.

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