When it comes to love, we prefer to think of ourselves as far more sophisticated than mere birds, bees and beasts. Alien to us is the mating call of the howler monkey, or the enticing strut of the brightly-plumed peacock. Our relationships are governed by intricate processes, carefully balancing the wishes of head and heart. But as much as we like to believe we are free from animal instincts, scientists are constantly discovering the ways we are much like any creature in our behaviour. Subtle hormonal impulses can affect us in such minor ways that we are hardly aware of them.

A recent study due to be published in the 'Journal of Consumer Research' has actually unearthed evidence that women shop for different kinds of clothes when ovulating. Apparently, whether dating in London or in Berlin, all women can detect when they are fertile and will unknowingly act differently. One of the effects is that they see other females as potential love rivals and choose wackier, more flattering clothes to stand out against them. This dress-to-impress approach is, therefore, not designed to directly attract men - as you may first suspect - but to ward off impending female competition.

The study involved several women at various stages of their menstrual cycles. Participants were shown pictures of various other women and then asked to pick which clothes they were in the mood to buy. Among the ovulating individuals who were shown pictures of extremely attractive women, the majority chose sexier, more garish clothes. This contrasted deeply with those shown unattractive faces or faces of females known to be living 1,000 miles away. These participants were seemingly unaffected and chose a range of clothes, both sexy and otherwise. With those individuals who were not in the fertile stages of their cycle, this difference in reaction was not noted, proving, therefore, that fertility and nature of female rivals will affect shopping patterns.

Dr Kristina Durante from the University of Minnesota commented: "In order to entice a desirable mate, a woman needs to assess the attractiveness of other women in her local environment to determine how eye-catching she needs to be to snare a good man." Scientists attribute this behaviour to changes in hormone levels, which unconsciously cause females to act differently at certain stages in their cycle. So, whether you've met your partner through friends or through dating sites, if you begin to dress differently and glare at passing alluring women, do not fear - you are probably just fertile at the moment.

This is just one of many studies that confirm that female behaviour is dictated to some extent by the stage of their menstrual cycle. Ovulating women have also been accused of impulse buying and going on shopping sprees in the last ten days of their menstrual cycle, according to similar research from Hertfordshire University. The intense emotions of this time mean many resort to shopping as a relief and comfort from the stress their bodies and minds are under.

So, make sure you watch how much you spend when you're feeling envious and vulnerable. You may just be a slave to your hormones, and in a few days, that rather low-cut dress will seem completely hideous!

Steve Davis
©2010

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