BEIJING, Oct. 29 (Xinhuanet) -- A new study suggested that red color makes men feel more amorous towards women, according to media reports Wednesday.

    The study led by psychology professor Andrew Elliot of the University of Rochester in Rochester, New York, conducted five experiments to find the effects of color on behavior in relationships.

    "It's fascinating to find that something as ubiquitous as color can be having an effect on our behavior without our awareness," said Elliot.

    The study involved more than 100 men who were shown pictures of women and asked to rate how pretty they were, how much the men would like to kiss them, how they would plan a hypothetical date with them and how much the men would like to have sex with them.

    The result showed that men rated women shown framed by or wearing red as more sexually attractive rather than some other color. When wearing red, women were also more likely to be treated to a more expensive outing.

    The red effect applied only to males and only to their perceptions of attractiveness. It did not change their ratings of the pictured women in terms of likability, intelligence or kindness.

    "It could be this very deep, biologically based automatic tendency to respond to red as an attraction cue given our evolutionary heritage," Elliot said.

    Gay men and color blind men were excluded from the study.

    The study is said to be the first to scientifically document the effects of color on behavior in relationships.

    (Agencies)