Researchers have conducted numerous studies showing men prefer a lady in red but a new study published in the August 2 edition of the  Journal of Experimental Psychology: General shows women go wild for a man in red.

The collaborative study included a team of international researchers from the University of Rochester (USA), University of Innsbruck (Austria), University of Munich (Germany), University of Southampton (UK) and Tianjin Medical University (China). 

Andrew Elliot, professor of psychology at the University of Rochester explained, "We found that women view men in red as higher in status, more likely to make money and more likely to climb the social ladder. And it's this high-status judgment that leads to the attraction." 

Elliot et al concluded that "red made the man seem more powerful, attractive, and sexually desirable, but did not make the man seem more likable, kind, or sociable" and "...was consistent across cultures: undergraduates in the United States, England, Germany, and China all found men more attractive when wearing or bordered by red."

"When women see red it triggers something deep and probably biologically ingrained," added Elliot.

"We say in our culture that men act like animals in the sexual realm. It looks like women may be acting like animals as well in the same sort of way," continued Elliot.

The researchers noted that the ‘red effect' only applied to women when rating the "attractiveness of a pictured male."

"We typically think of color in terms of beauty and aesthetics, but color carries meaning as well and affects our perception and behavior in important ways without our awareness." Watch Elliot explain the study and his findings:

A 2008 study researchers at the University of Rochester including Elliot showed that men are more turned on by women in red. Full study, "Romantic Red: Red Enhances Men's Attraction to Women":

However "seeing red in competitive situations" (IQ tests or sports) is linked to poor performance of opponents. Full study, "The Effect of Red on Avoidance Behavior in Achievement Contexts":