Discussion
The present experiment revealed that red had opposing effects on walking speed as a function of the psychological context in which it was perceived; it increased walking speed in a romance-related context, but decreased walking speed in an achievement-related context. Critically, the opposing effects of red in these different contexts were observed in the same experiment, with the same type of manipulation and materials, and using the same dependent measure, thereby providing direct evidence, for the first time, of context moderation across the romance and achievement domains. Furthermore, our findings are the first to show an effect of any color in any context on walking speed.