Personality is a tricky thing to define. it's like the way an individual interprets and reacts to the world as they perceive it. Its their characteristics and their identity.
The concise Oxford dictionary defines it as "character, nature, temperament, make up, persona, identity"
"Those inner psychological characteristics that both determine and reflect how a person responds to his or her environment" (Schiffman and Kanuk, 2004).
Hollander (KC. Williams, 1981) did research into personality and concluded that there are four different aspects:
The External Aspect: How a person interacts with other people
The Internal Aspect: A combination of their values and attitudes
The Dynamic Aspect: How an individual reacts to a new situation
The Consistent Aspect: a persons Characteristic style.
Marketers need to understand the consumers personalities to understand how they react to their environment, and then how they would react to messages that are aimed.
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