Posted in Human Resource Terms, Total Reads: 1100

Definition: Personality

Personality is the particular combination of emotional, attitudinal, psychological and behavioural response patterns of an individual.

In marketing the major areas to be studied in regard to personality are: -

  • Constructing a standard picture of the individual and his major psychological processes
  • Investigating individual differences—how people are unique and how they differ
  • Investigating human nature—how people are alike


Study of all these gives insights in their buying behaviour.

There are different characteristics in a personality are: -

  • Consistency
  • It impacts behaviours and actions
  • Psychological and physiological 
  • Multiple expressions

Example: - In terms of consistency there are certain general trends which the person will show on everyday basis. This remains constant throughout his life.


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