A groundbreaking study by two University of Rochester psychologists publishedby the Journal of Personality and Social Psychology adds color—literally and figuratively—to the age-old question of what attracts men to women. Through five psychological experiments, Andrew Elliot, professor of psychology, and Daniela Niesta, post-doctoral researcher, demonstrate that the color red makes men feel more amorous toward women. And men are unaware of the role the color plays in their attraction. The research provides the first [...]