Color shift when exporting to sRGB (mac)

I just noticed the following: when I export an image (shot with my Nikon D80, RAW, developed from within Lightroom 2) as JPEG, 100%, sRGB color space, I get a strange color shift towards red, more saturated colors. Everything looks great when I view my image after export from within Finder or Apple Preview. However, when I drag that same file into the browser (Firefox) or then order prints from a photo service, the heavy red color shift is noticable. I've attached an image for you guys to see what I mean.
What am I doing wrong? Can someone please help?
I'm thinking that it might have to do with my color calibration? (I calibrated my monitor using the Spyder3 Elite device)
Edit: By the way, I just turned off my color calibration (changed display profiles), but that didn't fix the problem. Also, the color shift is not visible in Safari (I guess it is able to handle color profiles and Firefox isn't). But still, the color shift is there if I upload photos to a photo printing service and order prints. So, maybe there's something wrong with the color profile that Lightroom embeds in the JPEG file??

Problem continues (2)...
...from both Nikon and Canon RAW sources (I use a 5D MkII), but is it an LR3 issue or a Mac issue? Having read all the posts, I'm still struggling, but here's my contribution.
A while ago I noticed that colour files, once uploaded to the net, were way too red and saturated as per image below. Resolutions attempted so far below (all to no avail):
Tested different web browsers; found Firefox and Safari to be similar (to each other), Chrome very much brighter, but none of them are even close to original, so I'm not sure the Firefox loss of colour management mentioned by another contributor explains the issue.
Change web display vehicle; I find the same on my new web site as I did on Jalbum and various others.
Calibrate monitor (of course). Screen to output is 99% perfect on this monitor, when soft proofed with correct ICC profiles, so I very much doubt the wide gamut monitor is at fault. (I do find it hard to agree with the notion of it being the wide gamut screen. The whole point of a wide gamut screen is that it cn show a wider range of colours (e.g. in Adobe 98), and when an image's colour space is reduced (e.g. to sRGB) a wide gamut screen can still show that - especially if it is the same screen that didn't have this problem a year ago...).
Looked at images on a narrow-gamut screen. Same problem.
Changed colour space from Adobe 98 to ProPhoto in LR3 & CS3. Suspected mismatch between LR3 and CS3 because RAW files converted to DNG and edited in LR3, then pixel edited in CS3 and returned to LR3, come back in a different colour. Using ProPhoto has resolved that particular problem, but made no difference to faulty JPG display once on net.
Tested JPG conversion compared to other file formats; match between JPG and original RAW and PSD files perfect, whether displayed in LR3, CS3 or Preview, and whether exported to JPG from LR3, CS3 or Bridge. Problem definitely only occurs once images are on web.
Does anybody know anyone who doesn't have this issue and is using LR3 on a Mac with CS3 and OS 10.5.8?
Any updates or new ideas most welcome.

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Marcin S wrote:
Thank you for you helpful replies. Now I know a little bit more about it. But still, this is not completely clear to me.
My main question is: when exporting a photo, does Lightroom convert to a profile or assign a profile?
Both.
What you mean by both? How should I interpret it? I cannot choose "convert" or "assign", so how they both work together? What does it mean for me wanting to process photo and print in Lab?
I can only add, that those 3 photos which I exported to JPEG with 3 different colour spaces, they look different when viewing outside of Lightroom, ie. IrfanView. But when importing those JPEGs into Lightroom, differences are extremly slight. Is that because Lightroom operates in ProPhoto, which covers all colour spaces which I used, and other programs work in sRGB and those photos differently?
And the last question for now: will the hardware calibrator help in monitor which is, let's say, medium cost and medium quality? I mainly use it for preparing photos to put them on the website gallery, but would be nice if I could print better ones with a bit of certainty about what I will get from Lab.
Many thanks!!
Marcin
When you export a photo from LR, it converts to the colour space you select (e.g. sRGB) and embeds the appropriate profile in the exported file.
If your monitor were calibrated and profiled, and you view with a colour-managed viewer then images should look pretty much identical no matter which colour space you export in. (W7 Photo viewer is colour managed, the XP equivalent isn't, Mac s/w generally is. IE and Chrome aren't properly colour managed, Firefox is for all images, Safari is for images with embedded profiles. Other viewers vary.) With colour-managed viewers, the only difference should be with very highly saturated colours outside sRGB colour space (and then only if your monitor can display those colours).
LR is colour managed. If the monitor isn't calibrated/profiled then I think LR assumes the monitor has a colour space equivalent to sRGB (which is generally roughly right but won't be accurate). Internally LR uses ProPhoto RGB colour space in develop module, but uses Adobe RGB in Library, and previews are stored in Adobe RGB. However, the colour space LR uses won't explain why other viewers show things differently. It's simply that LR is colour managed (which means it converts to/from the image colour space), and I guess the other viewers you're using aren't; they just throw RGB data at the screen without converting.
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Color shift when exporting to sRGB (mac)

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