To quantify the red effect, the paper analyzed responses from 288 female and 25 male undergraduates to photographs of men in seven different experiments. Participants were all self-identified as heterosexual or bisexual. In one color presentation, participants looked at a man's photo framed by a border of either red or white and answered a series of questions, such as: "How attractive do you think this person is?"
Other experiments contrasted red with gray, green, or blue. Colors were precisely equated in lightness and intensity so that test results could not be attributed to differences other than hue.
In several experiments, the shirt of the man in the photographs was digitally colored either red or another color. Participants rated the pictured man's status and attractiveness, and reported on their willingness to date, kiss, and engage in other sexual activity with the person. They also rated the man's general likability, kindness, and extraversion.
The researchers found that the red effect was limited to status and romance: red made the man seem more powerful, attractive, and sexually desirable, but did not make the man seem more likable, kind, or sociable. The effect was consistent across cultures: undergraduates in the United States, England, Germany, and China all found men more attractive when wearing or bordered by red.
And the effect was limited to women. When males were asked to rate the attractiveness of a pictured male, color made no difference in their responses.
Across all the studies, the influence of color was totally under the radar. "We typically think of color in terms of beauty and aesthetics," say Elliot. "But color carries meaning as well and affects our perception and behavior in important ways without our awareness."
In earlier work, Elliot documented that men are more attracted to women in red. But the red effect depends on the conte
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University of Rochester