| In many nonhuman primates, female red displays are a signal of sexual receptivity and this signal attracts male conspecifics. In4experiments, the authors demonstrate a parallel effect in humans: Red, relative to other colors, leads men to view women as more attractive and more sexually desirable. In experiment1,the woman in the photo wear red or white dress, to verify whether the women in red are more attractive and more sexually attractive; n experiment2, the contrast color change to black, and expand the evaluation range from sexual attraction to women the overall likeability; In experiment3, the contrast color change to blue, and add woman’s kindness in the evaluation, meanwhile, test whether men would like to establish long-time relationship with target women; In experiment3, the contrast color change to green, and check out that whether the perceived sexual receptivity mediates the relation between red and sexual attraction in men viewing women. The results show that men seem unaware of this red effect, and red does not influence men’s perceptions of women’s overall likeability nor kindness. Furthermore, we find that perceived sexual receptivity mediates the relation between red and sexual attraction in men viewing women. The findings have practical implications for men and women in the mating game and, perhaps, for fashion consultants, product designers, and marketers. |
