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Some of Guéguen’s Attempts to Observe the Effects of Women Wearing Red
by Alice Shirell Kaswell, Improbable Research staff
Nicolas Guéguen researches the effects of women who wear red on men. He does research on other subjects too, many of them focusing on the effect of women’s appearance, while hitchhiking or waitressing, on men’s behavior. Guéguen is based at Université de Bretagne-Sud, France. Here are a few of Guéguen’s women-wearing-red studies.
Guéguen and Red Clothed Women
“Color and Women Attractiveness: When Red Clothed Women Are Perceived to Have More Intense Sexual Intent,” Nicolas Guéguen, The Journal of Social Psychology, vol. 152, no. 3, 2012, pp. 261-265. Guéguen explains:
Research has shown that with some nonhuman primates, red is associated with greater sexual attractiveness of females, and recent studies found that a woman with red clothes increases attraction behavior in men. However, the mechanism that explains such behavior was not studied. In this experiment, we hypothesized that men overestimated women’s sexual intent when wearing red clothing. Participants evaluated attractiveness and the sexual intent of a woman presented in a photograph wearing a red, a blue, a green or a white teeshirt. It was found that men evaluated higher sexual intent in the red clothing condition. It was also found that perception of the woman’s sexual intent was not moderated by attractiveness rating.