This document discusses various theories of personality and how they relate to consumer behavior and lifestyle. It covers Freudian and neo-Freudian theories of personality, trait theories, and concepts like consumer innovativeness, materialism, and brand personality. Trait theories examine characteristics like need for uniqueness, sensation seeking, and variety-novelty seeking that influence consumer purchases. Brand personality associates traits like freshness with Purdue chicken and athleticism with Nike. Product personality can be expressed through gender, geography, and color. Consumers' self-image also guides their consumption choices.