The distinction between approach and avoidance behavior is fundamental to the study of motivation [1], [2]. Lewin [3] characterized this distinction in spatial terms such that approach motivation guides behavior directed at minimizing the distance between oneself and a desired stimulus or event, and avoidance motivation guides behavior directed at enhancing the distance between oneself and an undesired or threatening stimulus or event. In the present research, we examine the link between the color red and approach- and avoidance-motivated behavior, with a particular focus on the moderating role of psychological context. Specifically, we test the hypothesis that exposure to the color red evokes both approach- and avoidance-motivated behavior within the same situation as a function of how that situation is contextualized.