. Personality is a set of internal traits and distinct behavioral tendencies which result in consistent patterns of behavior.
- a) Personality arises from unique hereditary characteristics and personal experiences.
- b) Studies of the link between buying behavior and personality have been inconclusive; although many marketers are convinced there is a link.
- c) The VALS program is a consumer framework based on individual personality characteristics.
- d) Advertisements may be aimed at certain personality types, usually focusing on positively valued personality characteristics.
- Self-concept, or self-image,is a perception or view of oneself.
- a) Buyers purchase products that reflect and enhance self-concept.
- b) A person’s self-concept may influence whether he or she buys a product in a specific product category and may have an impact on brand selection.
- Lifestyles
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