Men in red: A reexamination of the red-attractiveness effect.

Elliot, Kayser, Greitemeyer, Lichtenfeld, Gramzow, Maier, and Liu (Journal of Experimental Psychology: General, 139(3), 399-417, 2010) showed that presenting men in front of a red background or with a red shirt enhances their attractiveness, sexual desirability, and status in the eyes of female observers. The purpose of the present research was to gain further insights concerning the robustness and the ecological validity of this red effect. In two experiments, we replicated the basic paradigm used by Elliot et al. Experiment 1 was a close replication of the first experiment in their original series. We presented the photo of a young man used by Elliot et al. on either a red or white background and asked participants (N = 89, female subsample n = 72) to rate it with regard to perceived attractiveness. Experiment 2 (N = 32) represents a somewhat more complex version of the first experiment; we increased the variance of the stimuli by showing photos of multiple men wearing different apparel styles (formal and casual, respectively). We did not find any significant impact of red in either of the studies. What we found, however, was a significant effect of apparel style with attractiveness ratings being higher for men wearing formal apparel than for men wearing casual apparel. Our results question the robustness and the ecological validity of Elliot et al.'s finding. On a more general level, they further point to limitations arising from (often necessary) restrictions in experimental designs.