During ovulation, women unconsciously compete

ScienceDaily - Ovulating women unconsciously buy sexier clothing to outdo attractive women

This study primarily was focused on buying habits of women during ovulation, and seemed to be commissioned for commercial purposes. Despite this, the results were interesting: researchers showed women pictures of other women, some who looked average and some who were unattractive, and told them that they lived either nearby or 1000 miles away. Then they asked non-ovulating women and ovulating women to pick out clothing they would be interested in buying. Ovulating women who saw the pictures of average local women picked sexier products than all other groups, including ovulating women who thought the women lived far away. Yet, ovulating women who saw unattractive pictures of local women did not opt for sexier fashions. Researchers concluded that ovulating women were unconsciously competing with their perceived local competitors.