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Women Buy Sexier Clothes when Most Fertile
Women buy sexier and more daring clothes when they are at their most fertile because of a subconscious wish to look impressive – to other women.
An instinct tells women when they are most likely to conceive and they unknowingly set out to make themselves look as appealing as possible, but not for the benefit of potential partners.
Rather, the display is an attempt to outdo potential love rivals so that they look less desirable in direct comparison, researchers claim.
The ultimate aim is to capture the best partner possible, but women's choice of attire is more influenced by other women who could stand in their way than a direct motivation to appeal to the man, experts said.
The study, which will be published in the Journal of Consumer Research, claims hormones have a direct impact on a woman's behaviour when shopping.