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28 Oct

'Psychologist Daniela Niesta holding one of the images used in the study.

Participants were asked questions including: Imagine that you are going on a date with this person and have 0 in your wallet.

How much money would you be willing to spend on your date?

' A groundbreaking study by two University of Rochester psychologists to be published online Oct.

"It's only recently that psychologists and researchers in other disciplines have been looking closely and systematically at the relationship between color and behavior.

Much is known about color physics and color physiology, but very little about color psychology," said Elliot.

In one experiment, test subjects looked at a woman's photo framed by a border of either red or white and answered a series of questions, such as: "How pretty do you think this person is?

" Other experiments contrasted red with gray, green, or blue.

The research provides the first empirical support for society's enduring love affair with red.

Although red enhances positive feelings in this study, earlier research suggests the meaning of a color depends on its context.

For example, Elliot and others have shown that seeing red in competition situations, such as written examinations or sporting events, leads to worse performance.

The red effect extends only to males and only to perceptions of attractiveness.

Red did not increase attractiveness ratings for females rating other females and red did not change how men rated the women in the photographs in terms of likability, intelligence or kindness.