Flutterby™! : Red turns men on

Study published in the Journal of Personality and Social Psychology by Andrew Elliot and Daniela Niesta of the University of Rochester claims that red turns men on. I do find a few things interesting:

When using chromatic colors like green and blue, the colors were precisely equated in saturation and brightness levels, explained Niesta. "That way the test results could not be attributed to differences other than hue."

My minimal knowledge of the physiology of the eye suggests that the response curves of the cones may not be as easy to model as all that. On the other hand, the study doesn't claim any causes.

Via, Via.