Importance Of Personality In Consumer Behaviour

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In this essay we will look at how the personality is used by organisations to attract consumers and how they get them to by their products and services. Consumer personality has been defined as a sum total of how an individual defines his/her personality. We also see that just as an individual has a personality, similarly products also have a personality of their own. Here lies the relevance of personality as a topic in the study of consumer behaviour. Personality is defined as a sum total of outer psychological as well as the inner psychological characteristics that determine and reflect how a person reacts to the his/her environment. As individuals we possess such traits, and people who are a particular trait(s) are said to belong to a personality type. Consumer purchase patterns are always influenced by their personality traits. Such personality traits could be general as well as consumption specific. This has an impact on final consumption. (Kassarjian, H. 1971). The social environment also has a role to play, it posits the social dimension of a person 's psychological makeup; and because a …show more content…

Specific psychological characteristics are referred to as traits, and if you have any particular traits you belong to a personality type. In order to identify traits within individuals and differentiate them amongst themselves, the theories rely on personality tests, scales and inventories. The trait theory approach seems to be more realistic and objective. (Barker, R. and Wicker, A. 1975). However, the limitation lies in the fact that sometimes traits tend to be indefinable and vague, but personality tests are still widely used. With this theory consumers can finally be segmented into personality types, on the basis of the configuration of traits they

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