Consumer Behavior - Chapter 7: Personality, Lifestyles, and Values.
1. Personality a. Personality refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment. 1) There has been debate about whether personality changes with situations and circumstances. a) Do people appear to act consistently? Research results are mixed. 2) Even though inconsistencies have been found in personality research, it still continues to be included in marketing strategies. 3) Personality dimensions are usually employed in concert with a person’s choices of leisure activities, political outlook, aesthetic tastes, and other individual fac...