Personality and Lifestyles

Personality refers to a person’s consistent behaviors or responses to recurring situations. Personality defines who we are and distinguishes us from one another.
The way people see themselves reveals personality characteristics as well as how they think others perceive themselves.

People choose products that match their own personality and lifestyle and it is important in advertising to understand the reason behind it to communicate effectively.

An example of this principle is that someone may choose to buy expensive jewelry because it matches their personality of being posh and rich.