6-F: the Red Derogation Effect

This research demonstrates that the red-attractiveness effect of women viewing men is moderated by mate retention goals, and that the effect is mediated by perceived threat. Additionally, we show that the red-threat link is moderated by self-control strength such that the effect dissipates when self-control resources have been depleted.


Nicolas Pontes and JoAndrea Hoegg (2017) ,"6-F: the Red Derogation Effect", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1055-1055.


Nicolas Pontes, QUT Business School, Australia
JoAndrea Hoegg, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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