The effect of red on male perceptions of female attractiveness: Moderation by baseline attractiveness of female faces : Red and attractiveness

Current theories of emotion perception posit that basic facial expressions signal categorically discrete emotions or affective dimensions of valence and arousal. In both cases, the information is thought to be directly "read out" from the face in a way that is largely immune to context. In contrast, the three studies reported here demonstrated that identical facial configurations convey strikingly different emotions and dimensional values depending on the affective context in which they are embedded. This effect is modulated by the similarity between the target facial expression and the facial expression typically associated with the context. Moreover, by monitoring eye movements, we demonstrated that characteristic fixation patterns previously thought to be determined solely by the facial expression are systematically modulated by emotional context already at very early stages of visual processing, even by the first time the face is fixated. Our results indicate that the perception of basic facial expressions is not context invariant and can be categorically altered by context at early perceptual levels.

Color is a ubiquitous perceptual stimulus that is often considered in terms of aesthetics. Here we review theoretical and empirical work that looks beyond color aesthetics to the link between color and psychological functioning in humans. We begin by setting a historical context for research in this area, particularly highlighting methodological issues that hampered earlier empirical work. We proceed to overview theoretical and methodological advances during the past decade and conduct a review of emerging empirical findings. Our empirical review focuses especially on color in achievement and affiliation/attraction contexts, but it also covers work on consumer behavior as well as food and beverage evaluation and consumption. The review clearly shows that color can carry important meaning and can have an important impact on people's affect, cognition, and behavior. The literature remains at a nascent stage of development, however, and we note that considerable work on boundary conditions, moderators, and real-world generalizability is needed before strong conceptual statements and recommendations for application are warranted. We provide suggestions for future research and conclude by emphasizing the broad promise of research in this area.

In many nonhuman primates, the color red enhances males' attraction to females. In 5 experiments, the authors demonstrate a parallel effect in humans: Red, relative to other achromatic and chromatic colors, leads men to view women as more attractive and more sexually desirable. Men seem unaware of this red effect, and red does not influence women's perceptions of the attractiveness of other women, nor men's perceptions of women's overall likeability, kindness, or intelligence. The findings have clear practical implications for men and women in the mating game and, perhaps, for fashion consultants, product designers, and marketers. Furthermore, the findings document the value of extending research on signal coloration to humans and of considering color as something of a common language, both within and across species. (c) 2008 APA, all rights reserved.