Variations of the meaning of the color red: An examination of the determining factors

• Applicant: Professor Dr. Markus Maier
• Subject Area: General, Cognitive and Mathematical Psychology
• Term: from 2012 to 2016
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 230257080

Research has shown thaht the color red, due to its relation to concepts such as error and failure, activates avoidance motivation, which in turn leads to performance deficits in complex cognitive tasks. However, in romantic situations red activates concepts such as "sexual attractivity", "fertility" (in women), and "status" (in men). As a consequence, red - as empirical data suggest- activates approach motivation producing increased perceptions of sexual attraction in heterosexual mating partners. The main goal of the studies presented in this research proposal is to examine the context-specific variation of the meaning of the color red and to investigate the underlying meachnisms. According to our theoretical considerations, the color red should direct the perceiver's attention and therefore intensify a dominant motivational tendency within a situation. According to our model which stands in contrast to the actual view context is not restricted to external features of a situation, but is viewed as a complex interplay between attention, situation, and actual motive of a perceiver. The studies suggested in this proposal are designed to empirically test these proposed mechanisms and to highlight the potential use of this color within the area of diagnostics.

• DFG Programme: Research Grants