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SHOPPING …and men too That's the opinion of the University of Roch- ester's Andrew Elliot, who devised a varie- ty of experiments for his 2010 study. In one, he showed 25 men and 32 women a framed black-and-white photo of a man in a polo shirt, sometimes in a white picture frame and some- times in a red one.When the participants were asked to rate the man's attractiveness on a nine-point scale, women gave him an average of one point more when the photo was in a red frame than when it was framed in white. In fur- ther experiments, women found men in red t-shirts more sexually attractive and ascribed more powerful roles to those men. Red makes women appear more attractive… Are you going on a date in the near future? Or do you want to seduce your partner? Then wearing red would be a wise choice. At least that was the conclusion of US psychologists Andrew Elliot and Daniela Niesta from the University of Rochester in 2008. Their research involved showing a few dozen men photos of women and asking them to rate their attractiveness. Lo and behold, women in red were consistently seen as more attractive. Red pens make teachers stricter Teachers traditionally correct mistakes in red. The impact this has on the psychology of the school was revealed in a 2010 experiment con- ducted by Abraham Rutchick from the California State University. Some 133 volunteers signalled their willingness to correct two paragraphs of an essay that was full of errors. The participants were told to flag up each mistake and were given either a red or blue pen by Rutchick. Lo and behold, those using a red pen found an average of 24 mistakes, five more than those with a blue pen. 2 3 4 31

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