Although the end result is to attract the best romantic partner available, Durante's research found that ovulating women's choice of dress is motivated by the other women in their environment. "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," Durante says.
In the study, researchers had ovulating women view a series of photographs of attractive local women and then asked them to choose clothing and accessory items to purchase. The majority of participants chose sexier products than those who had been shown photographs of unattractive local women or women who lived over 1000 miles away. This change in consumer choice is not a conscious decision and non-ovulating women are not subject to the effect.