Changing market of the 1990s, baby boomers aging, Hondas market returning to hard core. Attitudes and attitude change are influenced by consumers personality and lifestyle. Consumers screen information that conflicts with their attitudes. 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.