Does ovulation affect your choice of clothing?

I'm fascinated by some new research which shows that women buy more daring clothes when they are ovulating and imagined it must be to make themselves look and feel more attractive to men. Apparently, the researchers found that outdoing other women was the key factor rather than a simple desire to impress the opposite sex.

The women who chose the more daring clothes were not only ovulating, but had also been shown photos of attractive local women. Apparently the effect wasn't the same when they were shown pictures of less attractive women, or those who lived thousands of miles away, and in these cases they didn't opt for the daring outfits.

The research was carried out by a team at the Carlson School of Management in Minnesota and published in the Journal of Consumer Research - you can read more at www.csom.umn.edu