FIGURE 7.13 Romantic red In a series of experiments that controlled for other factors (such as the brightness of the image), heterosexual men found women more attractive and sexually desirable when framed in red (Elliot & Niesta, 2008). The phenomenon has been found not only in North America and Europe, but also in the West African nation of Burkina Faso (Elliot et al., 2013).
Andrew Elliot