The red dress effect is a phenomenon in which a woman wearing red clothing, such as a red dress, are perceived to be more sexually appealing than she is when wearing other colours. In primates, a visual indicator of female fertility occurs by way of swelling during the follicular phase and is correlated with increased estrogen levels. It has been asserted that this effect acts subconsciously because participants rarely report that they used color in their attractiveness judgments. However, only one study has tested whether conscious awareness matters, with its findings casting doubt on this earlier speculation.
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