Research has shown that with some nonhuman primates, red is associated with greater sexual attractiveness of females. Five female confederates in their early 20s posed as hitchhikers wearing T‐shirts of different colors (black, white, red, blue, green, or yellow). It was found that the women wearing red solicited a higher response in the number of male drivers who stopped to offer a ride. No color effect was found when considering the behavior of female drivers.
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Nicolas Guéguen (2010) studied this question.
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