The Influence of Personality in Consumer Behavior

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Introduction Personality is defined by Schiffman (2008) as that the unique dynamic organization of characteristics of a particular person, physical and psychological, which influence behavior and responses to the social and physical environment. It seems that consumer purchases are always influenced by their personality as many marketers thought. Therefore, many marketers make use of personality traits into the advertisement of products. However, some experts highlighted that the influence of personality related to the heredity and the experience of early childhood. Meanwhile, other experts stressed that personality also changed in the various environmental influences from different periods. In fact, some parts of personality are unique…show more content…
She used three words, compliant, aggressive, and detached to describe the characteristics of each of three personality groups. The compliant group contains the people who always move towards others and desire love and appreciation while the people in aggressive group move against other peoples and desire to excel and win admiration. However, the detached group contains persons who move away from others and desire independence and freedom from responsibilities. The Trait theory that was established by Gordon Allport is very famous recently (Hogg, 2005). In Trait theory, a trait is a distinguishing, relative, enduring characteristic that every person has so as to differ from others. Meanwhile, Trait theory assumed that the personality of human beings had many dimensions. Compared with Freudian and Neo-Freudian theory which are found by basically qualitative tests, Trait theory was supported by quantitative research. The personality tests that Trait theory used to identify differences in trait are case study. Therefore, the creator of Trait theory concluded many representative dimensions of personality from case study of analyzing different persons’ letters, dairies, and autobiographies. Although the Trait theory claimed that personality is unique to different person, it also proposed one person may have
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