Contextual modulation of the red-attractiveness effect: Differences in affiliation and competitive settings

Color is not just about aesthetics but also communicates specific information and has important implications for psychological functioning. It has been shown that the color red enhances perceived attractiveness when evaluating the opposite sex, which we call the red-attractiveness effect. However, few studies have attached importance to the social context in which attractiveness ratings are made, which means that the red-attractiveness effect is rarely explained by analyzing the role of social context. We conducted two experiments to test the red-attractiveness effect in Chinese culture and the influence of context (affiliation or competitive) on the red-attractiveness effect. Experiment 1 (160 Chinese college students, 80 males) showed that the opposite-sex target in red, compared to white, was rated more attractive, and the red-attractiveness effect was applicable to Chinese culture. Experiment 2 (480 Chinese college students, 240 males) found that perceived attractiveness was strengthened in the affiliation context and weakened in the competitive context, that is, the main effect of context was significant. We did not find any significant effect of the color red in either context, that is, the color main effect was not significant. However, the results indicate that red can enhance perceived attractiveness when evaluating the opposite sex. This study demonstrates that the red attractiveness effect may exist in different cultural backgrounds and contexts.