First and foremost, the present research contributes to the literature on color psychology. However, our research also contributes to the broader psychological literature, especially emerging research on context in social-personality psychology. Context is becoming something of a “hot topic” in this discipline, especially in the areas of emotion, person perception, attitudes, and automatic evaluation [41]–[44]. The present work provides additional impetus for the essential need to attend to context in studying psychological phenomena, as we show that a seemingly incidental environmental cue such as color can have a differential impact on behavior as a function whether it is viewed in a romance- or achievement-relevant context. Parenthetically, a reviewer noted that the achievement-relevant manipulation in our study was somewhat more personally-focused (“your intelligence”) than the romance-relevant manipulation (“dating at Gettysburg College”); in subsequent research using these manipulations, it would be optimal to attend to this discrepancy (perhaps by changing the romance-relevant manipulation to “your dating life at Gettysburg College”).