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Women Want Sexy Clothes When Ovulating: Study

 
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Women are more likely to buy clingy clothes when they're ovulating, a preference likely influenced by hormones, according to a new study.

By selecting tight clothes, the women are trying to stand out from potential love rivals, said the University of Minnesota researchers, BBC News reported.

The study included women in different stages of their menstrual cycle who were shown images of attractive women who lived locally or far away. They were then asked to select clothes and accessories they would like to purchase.

Those most likely to choose sexy clothes were women who were ovulating and had seen pictures of local attractive women, BBC News reported.

"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 lead researcher Dr. Kristina Durante. "If you look more desirable than your competition, you are more likely to stand out."

The study appears in the Journal of Consumer Research.

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