New York, Feb 18 (IANS): Women seek more options in men near ovulation - when they are most fertile - which may lead them to also seek a greater variety of products and services, fascinating research shows.

"Just like a fisherman casting a wide net, ovulating women seek to cast a wide net into the dating pool and expand the number of potential suitors they have to choose from," said lead investigator of the study Kristina Durante, assistant professor at the University of Texas at San Antonio (UTSA).

"And, this desire for variety in men at ovulation triggers a variety seeking mindset that carries over into desire for variety in products," Durante added.

The researchers conducted four studies that included 553 female participants in the US between 18 and 40 years of age who were not pregnant or taking hormonal contraceptives.

The studies found that women's desire for new options in men triggered a variety seeking mindset that led women to also desire variety in products.

Loyalty to a romantic partner reduced the desire for product variety, suggesting that loyalty in romantic relationships can translate to brand loyalty.

"From candy bars to cosmetics, ovulating women chose many different options -- not just the same product or brand again and again," Durante noted.

"However, when we had women imagine themselves in a loving relationship with a desirable partner, or when we had married women put on their wedding rings, they no longer desired variety near ovulation," she added.

The study is forthcoming in the Journal of Consumer Research.