Personality

Based on the reading, there are a number of ways to describe my personality. Personality can be more accurately and holistically assessed by observing day-to-day behavior and purchases for marketers to analyze. While many consumers may fall into a particular category of buyers, they are also simultaneously a part of another group. For example, I am in the demographic for high-end technology such as iPods and smart phones, but also fall into a purchasing category for musical instruments.

Personality traits are the identifiable characteristics that define a person. For example, marketers can distinguish people by the degree to which they are socially outgoing, innovativeness, materialism, self-consciousness, need for cognition and frugality.

In my own case, I am an extremely outgoing individual with a need for recognition and consistent attention. I consider myself to be extremely creative and willing to experiment with new products, whether they are for necessary or novelty purposes. Furthermore, although I do not consider myself to be a greedy consumer, I am somewhat materialistic and desire products that are innovative and trendy. I am only self-conscious if I am wearing clothing that is unbefitting to my environment. Finally, I am frugal to some extent, but do enjoy making unusually large purchases on occasion to satisfy my need for new technology and for social mobility.