Sexy red: Perceived sexual receptivity mediates the red-attraction relation in men viewing woman

In many non-human primate species, female red displays are a signal of sexual receptivity and this signal attracts male conspecifics. In the present research, we proposed and tested a human analog whereby perceived sexual receptivity mediates the relation between red and sexual attraction in men viewing women. Two experiments were conducted, each of which provided support for the hypothesized mediational model. Experiment 1 documented the mediational role of perceived sexual receptivity using the experimental–causal-chain approach, and Experiment 2 did so using the measurement-of-mediation approach. Alternative mediator variable candidates were ruled out, and participants showed no evidence of awareness of the red effect. These findings document red as a subtle, but surprisingly powerful environmental stimulus that can serve parallel functions in the mating game for human and non-human primates.

► Men perceive women in red as sexually receptive.
► Men perceive sexually receptive women as attractive.
► Perceived sexual receptivity is responsible for the red-attraction link.
► Results are consistent across two methods of documenting mediation.