PERSONALITY
While motivations are the energizing and directing force that makes consumer behavior
purposeful and goal directed, the personality of the consumer helps guide and further
direct the behaviors chosen to accomplish goals in different situations. Personality is
an individual’s characteristic response tendencies across similar situations . Thus, two consumers might have equal needs for tension reduction, but differ in their level of extroversion, and as a consequence, engage in very different behaviors designed to satisfy
that need.