nos-trum. pronunciation: \nos'-trum\. noun. Etymology: Latin, neuter of noster our, ours.
1. a medicine of secret composition recommended by its preparer but usually without scientific proof of its effectiveness.
2. a usually questionable remedy or scheme.
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Thursday, August 5, 2010

Did This Research Really Need To Be Done? Ovulating Women Buy Sexy Clothes

I hope this wasn't funded by taxpayers. 

According to a study in the Journal of Consumer Research (whatever that is), and reported the BBC News health blog (Aug 5),
Women at different stages of their menstrual cycle were shown images of attractive women living locally or far away.  People are only semi-conscious of the underlying reasons behind the choices they make in the context of buying sexy clothes.  They were then asked to choose clothes and accessories which they would like to buy.
Women who were ovulating and who had seen photos of attractive local women were most likely to buy "sexier" clothes compared with those shown photographs of unattractive local women or women who lived more than 1,000 miles (1,600km) away.
They went on to hypothesize that women at the point of greatest fertility are acting out a subconscious biological imperative to attract mates, blah, blah, blah...

I'm sure this will be important to clothes makers.  Maybe they could offer an Ovulation Day Sale;  "Bring in your temperature spike readings and get 10% off on tight designer jeans!"
If the point is that we've developed psychological mechanisms that promote attractiveness, well...duh.  Take a look at the next peacock you see.  It's, like, all through the animal kingdom, dude.

Doc D

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