The Interactive Effects of Consumer Personality and Colour Psychology on Digital Advertising Engagement
Abstract
The Impact of Colour Psychology on Advertising and Branding This study proposes and tests a model of Colour-Message Congruity moderated by Consumer Personality to address a major gap in marketing literature related to the complex effects of colour. Prior research shows that colour significantly influences consumer judgment (up to 90% of initial evaluation) , but often oversimplifies its impact and overlooks psychological factors affecting responses to advertising appeals. This study incorporates a literature review of 43 publications and primary data collection from 125 online consumers. The conceptual framework is based on the Two-Dimensional Theory of Colour Affect (Activation vs. Evaluation) and the Self-Monitoring personality construct. The main hypothesis (H3) states that Evaluating Colours combined with Quality-Oriented Appeals increase click-through intent (CTI) among Low Self-Monitoring Consumers, while Activating Colours combined with Image-Oriented Appeals (H2) are more effective for High Self-Monitoring Consumers. The methodology provides a strategic roadmap for empirically validating this congruence model. Validating these hypotheses could significantly enhance strategic accuracy in digital advertising by shifting marketers from anecdotal colour choices to psychologically grounded decisions.
Citations
IRE Journals:
B. Veera Dhanush, DR. T.V.S.S. Swathi "The Interactive Effects of Consumer Personality and Colour Psychology on Digital Advertising Engagement" Iconic Research And Engineering Journals Volume 9 Issue 5 2025 Page 1593-1597 https://doi.org/10.64388/IREV9I5-1712133
IEEE:
B. Veera Dhanush, DR. T.V.S.S. Swathi
"The Interactive Effects of Consumer Personality and Colour Psychology on Digital Advertising Engagement" Iconic Research And Engineering Journals, 9(5) https://doi.org/10.64388/IREV9I5-1712133
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