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Keywords:

  • Internet;
  • personal ads;
  • color;
  • red;
  • dating

Red is traditionally connected with love and sex. However, the effect of red on human behavior still remains in question. Women with Internet personal ads registered on a web meeting site displayed photographs with their upper clothes colored in red, black, white, yellow, blue, and green. The dependent variable was the number of contacts received from men. It was found that women's ads with red received significantly more contacts. © 2012 Wiley Periodicals, Inc. Col Res Appl, 38, 309–312, 2013