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

Past research has demonstrated the importance of color in a variety of social contexts, including human mating. For example, red increases heterosexual men's feelings of attraction toward women. In the current work, this basic red‐attraction link is qualified by the initial attractiveness of female faces. In two experiments, red enhanced men's ratings of female attractiveness, but only for faces pre‐rated as attractive; red had no influence on perceptions of initially unattractive faces. Additionally, Experiment 1 manipulated how long participants viewed attractive and unattractive faces as an exploratory test of when color and face features are integrated. The findings show that initial female attractiveness moderates the influence of red on judgments of attractiveness even when the faces are viewed for extremely short exposures. The present findings identify an important boundary condition of the red‐attractiveness effect and provide an initial indication of where in the processing stream color impacts social judgments. Copyright © 2015 John Wiley & Sons, Ltd.