Women buy sexier clothes when they’re ovulating, researchers from the University of Minnesota found in a study they say could impact how products associated with looks are marketed.
“The desire for women at peak fertility to unconsciously choose products that enhance appearance is driven by a desire to outdo attractive rival women,” said Kristina Durante, a post-doctoral fellow at the University of Minnesota’s Carlson School of Management and lead author of the study. “If you look more desirable than your competition, you are more likely to stand out.”
The researchers found that ovulating women chose sexier clothing and accessories for themselves after being shown photographs of attractive local women than when they were shown photos of unattractive women from their area or women who live more than 1,000 miles away.
Women who were not ovulating did not make the same choice, and the ovulating women made it unconsciously, the researchers found.
The aim of preening during ovulation is to attract the best romantic partner, said Durante.
To do that, “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,” Durante said.
To a woman in New York chasing a mate in Manhattan or Brooklyn, a rival in Los Angeles poses little threat, she said.
Marketers should pay close attention to the findings of the study, which showed that ovulation has a “profound influence” on a woman’s consumer behavior, the researchers said.
The study is due to be published in an upcoming issue of the Journal of Consumer Research.(AFP)
明尼蘇達大學的研究人員發現，排卵期的女性會購買比較性感的衣服。研究人員說，該研究結果可能衝擊跟外表有關的商品市場。
明尼蘇達大學卡爾森管理學院博士後研究員，也是此研究主導者的克利斯汀娜•杜蘭特表示：「排卵期的女性會下意識選擇更能凸顯外表的產品，是因為想打敗其他嫵媚的競爭對手。如果比對手看起來更甜美，就更能引人注意。」
研究團隊發現，排卵期女性在看過當地嫵媚女性的照片後，會幫自己選擇比較性感的衣物跟配飾，但觀看當地不嫵媚女性或住在一千英哩外女性的照片時，則不會這樣。
研究人員發現，不在排卵期的女性就不會做這種決定，而且排卵期女性是下意識做出如此選擇。
杜蘭特說，排卵期精心打扮的目的，就是想找到最浪漫的伴侶。
杜蘭特表示，為了達到這個目的，「女人必須評估她周遭其他女性的嫵媚程度，才決定自己要用幾分姿色來吸引男人。」
她說，一個住在洛杉磯的女性，對想追求曼哈頓或布魯克林區男性的紐約女性來說，並不會造成威脅。
研究團隊表示，該研究結果顯示排卵期對女性消費行為有「深刻的影響」，營銷人員應密切注意這樣的結果。
本研究將刊登於最新一期的《消費者研究雜誌》。
（法新社╱翻譯：吳岱璟）
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