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Women trying to find men 'should shop when ovulating'

Posted on: August 6, 2010 15:05:45

Women who want to start dating may be interested to know that they buy their most attractive clothes when they are ovulating, according to new research by US academics.

Finding a new partner is biologically imperative at that point, so ladies unconsciously shop for sexier clothes to outdo any rivals, said post-doctoral associate at the University of Minnesota Kristina Durante, who is specialising in marketing and logistics management.

"If you look more desirable than your competition, you are more likely to stand out," she explained. "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, conducted at the university's Carlson School of Management and soon to be published in the Chicago Journal of Consumer Research, showed photos of attractive and unattractive females, some of whom were local and some who lived far away, to ladies who were ovulating.

It found that women who had seen good-looking pictures then chose more alluring clothing and accessories than those who had seen unattractive people or those living at a distance.

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