Personality is the unique set of behavior patterns an individual exhibits in response to recurring situations. Some marketers group consumers according to certain personality traits , and develop marketing approaches to fit each group. A few personality traits, such as innovativeness, seem to predict who will purchase certain products. Research shows that consumer behavior is clearly influenced by self-concept , the way a person feels and thinks about himself or herself. The way people see themselves is not necessarily the way they really are.
People buy and use products that shape, support, or express their inner selves.
Lifestyle is an individual pattern of living as exhibited in a person's activities, interests, and opinions. Lifestyle shifts can open new marketing activities.