Ovulation Influences Women's Fashion Shopping Decision

Women have always been accused of being fickle-minded. That extends to almost everything including their addictive habit to shopping. For men out there, this news brings an amazing insight and understanding into women's frequently changing shopping habits.

Shopping choices may not be an entirely independent and rational decision by women. Such choices are often influenced by certain biological changes in a women's physiology.

Natural News reported that a group of University of Minnesota researchers are pointing their fingers at periodic hormonal changes during ovulation as the culprit for the change in women's taste for fashion. The study reveals that there seems to be a similarity of clothing preference among those women who are ovulating. In the research conducted, pictures of attractive women are handed out to 100 female participants for them to look at. They are then asked for their choice of clothes and accessories. The researchers have observed that their ovulating participants seem to share one thing in common: the desire for sexy articles of clothing. Women tend to project an alluring sexual image unconsciously in order to appear desirable to men.

Evolutionary psychology explains that fertility plays an important role in determining human behavior. Men's fixation with the need to cast an atmosphere of power and control can be rooted in their evolutionary quest for sexual dominance in the perpetuation of species. Women, too, cannot kick out their instinctive role in the propagation of offspring. Like all other species in the Animal Kingdom, females vie to capture the largest share of attention from prospective mates.

So that means when an ovulating woman enters a boutique dress store with a wide array of clothing choices, she is likely to follow what her raging hormones are telling her: go for something sexy girl!

This unconscious decision is also affected by one other factor, the level of attractiveness of other women around her. She needs to make a reference from which she could compare herself to become the kind of woman that a lot of men would die for.

The results of the study seem pretty interesting. Shopping decisions are thought to be a product of pure cognitive processes without the intervention of the might hormones. This study disproves that notion. Hormones play quite a role in the formation of shopping habits.

The conclusion of the study, however, is not entirely new. Other studies have also arrived at the same findings about the effect of hormonal changes to a person's mood swings and changes in behavior albeit in different contexts. This research undertaking, however, seems to extend that idea to women's fashion shopping choices.

Sexy clothing now is being generally defined as something expressively daring. Today's fashion has embraced a tolerance for clothing with less fabric and more exposure of the flesh. Gone were the conservative days of the Victorian era when women clothing boutiques were filled with uncomfortable bulky outfits. Freedom of clothing expression gives those rebellious sex hormones a good respite from the choking dictatorial fashion styles of the bygone days.  

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