Personality is defined by Schiffman (2008) as that the unique dynamic organization of characteristics of a particular person, physical and psychological, which influence behavior and responses to the social and physical environment. It seems that consumer purchases are always influenced by their personality as many marketers thought. Therefore, many marketers make use of personality traits into the advertisement of products. However, some experts highlighted that the influence of personality related to the heredity and the experience of early childhood. Meanwhile, other experts stressed that personality also changed in the various environmental influences from different periods. In fact, some parts of personality are unique to certain person while some parts of it can be found from many persons (Chaudhuri, 2006). In general, there are three significant and evitable characteristics to describe the nature of personality (Schiffman et al., 2008). The first one is that personality can......

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Title: Personality Influence Consumer Behaviour
Approximate Word Count: 292
Approximate Pages: 2 (250 words per double-spaced page)

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