- Consumer personality reflects individual differences that influence how consumers think and act. Personality is complex and consists of traits like innovativeness, materialism, and ethnocentrism. - While personality is generally consistent, life events can cause it to change over time. Various theories try to explain personality and its development. - Marketers can segment consumers and better target their products based on understanding personality traits and how they relate to consumer decision making. Consumers seek products that align with their self-image and allow them to express themselves.