Yet another study on why women shop, from an evolutionary perspective:
In an unconscious attempt to outdo female rivals, ovulating women buy sexier clothing, according to a new study in the Journal of Consumer Research.
“Not unlike the chimps featured on the Discovery Channel, women become more competitive with other females during the handful of days each month when they are ovulating. The desire for women at peak fertility to unconsciously choose products that enhance appearance is driven by a desire to outdo attractive rival women,” write authors Kristina M. Durante, Vladas Griskevicius (both University of Minnesota), Sarah E. Hill (Texas Christian University), Carin Perilloux (University of Texas at Austin) and Norman Li (Singapore Management University).
OK, whateve. But I wonder if it matters that chimps do not ovulate monthly like human females usually do? Or is it OK to make direct evolutionary comparisons between humans and made up shit about some animal?
Not that I would be terribly surprised if ovulating women bought different clothing than non-ovulating women. But still… can we please be a little less pop in our psych?