What are the personality traits in consumer behavior?


We often try to assume what a consumer thinks and how a consumer behaves while looking at a product? Before launching a product in the market, sellers must try to understand what are the the personality traits in consumer behavior? Consumer behavior is displayed when a buyer stops, searches, and evaluates an item and disposes of it after the use.

Today is the world of the internet. Internet plays a vital role in the wane strive of buyers and sellers. A consumer searches for products online on different websites and tries to dig deep into the product details. Moreover, a website also provides detailed features and descriptions of products, reviews and prices that are plus point for marketing.

Consumers who are not real buyers lurk through the website. Although, actual buyers not only peep in the product type and description, but they first recognize their needs. Then look for the needed product and invest their time, effort, and money. So, the seller must identify the features to make a product accessible.

The motivation of a consumer relies on anticipated behaviors and actions displayed by individuals of different personalities. However, a seller is not able to change the personality of a consumer. If they understand the art of personalities, targeting can become easy.

The art of marketing is complicated, especially when it comes to the selling of products. To make the flow of the market run smoothly, one should understand and scrutinize the personalities that influence consumer behavior because personality traits and consumer behavior go hand in hand. Strategies and ideas to delight a consumer is not a conundrum anymore.

What are the personality traits in consumer behavior?

  1. Consumer innovativeness and related personality traits
  2. Cognitive personality factors
  3. Personalities from consumer materialism to compulsive consumption
  4. Brand personality

Consumer innovativeness and related personality traits

Theses personalities in consumer behavior are useful in indicating the success and failure of the item. Innovators are the first to purchase and try a new product and service. Explained below are the differentiated personality traits in consumer behavior: consumer innovators and non-innovators.

  • Consumer Innovativeness:

Consumer innovative personality trait in consumer behavior looks for new products. People with consumer innovativeness are ready to experience new things, look for stuff that is different and seek novelty. Consumer innovators are explorers and receptors of new inventions, services, and products. Such personalities discover a lot through the internet. For instance, if a new brand is launched in the market, consumer innovators will not fear to give it a try.

  • Dogmatism:

People with dogmatic persona show rigidity when exposed to new and unfamiliar products. They look for the things they previously know and ignore ideas that contradict their beliefs. People with low-dogmatic levels tend to accept innovative stuff. High-dogmatic levels go for the already tried brands.

  • Social Character:

In this consumer behavior personality trait, there are two distinct types where personalities range from inner-directedness to other-directedness. While analyzing a new product, Inner-directed personalities depend on their values and principles. Inner-directed ones focus on the attributes and personal benefits of the product displayed in an advertisement. They don’t wait and look for others opinions.

The Other-directed personality trait in consumer behavior relies on other people for directions and standards for the purchasing of a product. Other-directed people are easy to influence. They believe in the product’s social adaptation shown in an advertisement. They can easily buy a product reviewed by their peers or family.

  • Need for uniqueness (NU):

Personalities with the need for uniqueness search for unique products. People with NU personalities don’t care about social norms, expectations, and criticism. This consumer personality trait avoids traditions and matching.

  • Optimum Stimulation Level (OSL): 

Optimum stimulation level means a higher amount of encouragement in an individual to seek and develop something. Some buyers have high OSL that can lead them to experience new products, take risks, and lift their lifestyle to the point of their OSL.

Individuals having their lifestyle meet their OSL are not so innovative and novel, while individuals with vice versa seek risks and try new products. For instance, high OSL people would prefer a holiday full of excitement, party, traveling, and meet-ups in the case of holiday. On the other hand, low OSL would prefer a calm, quiet, rejuvenating, and relaxing holiday.

  • Variety and Novelty Seeking:

Novelty seeking and innovative personalities in consumer behavior have a great influence on consumer behavior. Variety and novelty-seeking are similar to consumer innovativeness. Here consumers are ready to switch brands, look for alternatives to inspect the best product, and buy the already tried product with enhanced features. Such personalities look for variety.

But, marketers should not offer buyers too many products to turn them off. There should be a fine line between showing too much and offering variety. If a consumer is up to buy a camera, they would be asking for various cameras with multiple features. If there is a huge variety, the buyer might get confused while making any decision.

Cognitive personality factors

Cognitive personality traits in consumer behavior show how much thoughts, schemas and cognition influence a buyer’s behavior. There are two personality factors in cognitive personality.

  • Need for Cognition:

Need for cognition personality in consumer behavior long for the enjoyment they can have by the thought of buying a product. People with high NC personality type focus more on information related to the product in an advertisement. On the other hand people with low NC ponder on background, model, and music.

  • Visualizers versus Verbalizers:

According to visualizer versus verbalizer personality traits, visualizers are easily affected by visual images. Verbalizers’ can get influenced by written information or description.

Personalities from Consumer Materialism to Compulsive Consumption

These consumer behavior personality traits had been a hot topic of research for researchers in psychology. These are comprised of three factors that influence the behavior of a consumer.

  • Consumer materialism:

As the name holds the meaning: the consumer is materialistic. Consumers buy products that take their lifestyle to an impressive level. They tend to show off their purchasing, are selfish, and mostly buying are not satisfying for them.

  • Fixated consumption behavior:

According to the psychological perspective, some individuals lie between consumer materialism and compulsive consumption. They keep on buying products that make them socially acceptable in their circle. They purchase things by social interests (where people of similar interests meet) and show them off.

  • Consumer Compulsive consumption:

It indicates the consumers who are addicted to a product and their addiction is not under control. Such consumers buy according to their addiction to a brand.

Brand personality

Consumers sometimes go for the brand with human-like traits embodied in their name or the product name/description. For instance, Nike representing athletes, sportspersons will be more attracted to Nike for that perfect bragging athletic look.

Marketers can also produce a personality trait to influence consumer behavior called “brand personality” through some associations.  Such representation can make products attractive, influence consumer behavior, and persuade consumers to buy a product.

  • Brand Personification:

Brand personification is an act of making a product alive by associating it with any human-like attribute (a strong, reliable, sophisticated, etc.). The requirement of brand personification is to form an emotional or human-like attachment between a consumer and a brand. It helps in making a consumer loyal to the brand and builds brand personality.

  • Product Personality and Gender:

In product personality, a product is given a gender like description where consumers assume that a product has a gender. It also sometimes links a product to a specific gender or to individuals who are gender-conscious and are prone to buy products with the same gender.

  • Product Personality and Geography:

Some products are associated with a particular area by giving a product a geographical representation. It creates a link of consumers with that geographical area. A product must not need to be from a particular area, but the necessary point is the picture and name of location enhance the worth of the product.

  • Personality and Colour:

Some brands give particular colors to their product, as some colors have their description and emotional value. So, it enhances the item association with attributes of color. Yellow symbolizes freshness so, a product associated with yellow color indicates freshness.


All the psychologically crucial personas provide broad exposure towards understanding the consumer’s behavior and its effects on the buyer’s decision process. However, personalities can be enduring and suddenly altered based on the major events of life. Four big personalities in consumer behavior that impact buying behavior are explained with: consumer innovativeness and related personality type, cognitive personality factors, personalities from consumer materialism to compulsive consumption, and brand personality.

Consumer innovators have a proclivity to newness; however, non-innovators forgo newness and are prone to already experienced products.

Targeting the personalities in consumer behavior can cast an influence on buying behavior. All the above stated psychologically defined personalities are in consumer psychology. These personality traits will let you know what kind of product will suit which personality and how a consumer will react to a product. They can also help in building a progressing market place for both buyers and sellers.