FIGURE 6.8 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). Women have also been observed to wear red during their fertile days, and to perceive other women in red as more sexually receptive (Eisenbruch et al., 2015; Pazda et al., 2014). 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