Women shop more, seek variety in men when they are most fertile, study says

February 19, 2015 5:13 PM

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Women shop more, seek variety in men when they are most fertile, study says

Unmarried women nearing ovulation are more likely to seek variety in men and consumer products than women who are married or less fertile, a study published in the April 2015 issue of the Journal of Consumer Research suggests.

Researchers, from the University of Texas at San Antonio, conducted four studies of 553 female participants in the U.S. between ages 18 and 40 who were not pregnant or taking hormonal contraceptives. They found that women who sought different romantic partners were also more inclined to experiment w...

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