The Influence of Personality in Consumer Behavior

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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 to certain person while some parts of it can be found from many persons (Chaudhuri, 2006). In general, there are three significant and evitable characteristics to describe the nature of personality (Schiffman et al., 2008). The first one is that personality can reflect the differences of individual. For example, the twins look alike exactly from their faces while they may be quite different in terms of their personality. Moreover, personality is consistent and enduring because that a consistent kind of behavior would endure over time. The last point is that personality can change. In stances, one person may have various patterns of personality in the different period of life based on the gradual maturing process.

Why Personality Influents Consumers’ Behavior

The reason that personality impacts consumers’ behavior can be found from the main four theories of personality. The most important one is Freudian theory which comes from the Sigmund Freud’s psychoanalytic theory of personality (Schiffman et al., 2008). The precondition of Freudian theory claimed that unconscious needs were the key reason of human’s behavior and person’s personality. Also, Sigmund Freud argued that human personality was formed by three interacting...
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