Distort information to make it consistent and selectively retain information that reinforces our attitudes. IE brand loyalty. Traits effect the way people behave. Marketers try to match the store image to the perceived image of their customers. There is a weak association between personality and Buying Behavior, this may be due to unreliable measures.
Consumers buy products that are consistent with their self concept.
Lifestyles are the consistent patterns people follow in their lives. Sun tan not considered fashionable in US until 1920's. Now an assault by the American Academy of Dermatology. Social Factors Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture. People have many roles.