Personality and attitude are both internal factors (inner characteristics) that influence a consumers’ behaviour. Research has been done on these internal factors and researchers have come to the conclusion that inner characteristics are those characteristic that distinguish one individual from another such as mannerisms. Some research implies that early childhood experiences and dual influence of genetics can have an influence on the development of one’s personality; other implies that personality develops over time and thus does the social and environment have an influence on one’s personality (Shiffman & Kanuk, 2010:136). According to Shiffman and Kanuk (2010:136) personality can be defined as the following: “those inner psychological characteristics that both determine and reflect how a person responds to his or her environment”. Rousseau and du Plessis (2007:215) link the following concepts to personality: purchasing behaviour, product choice, social influence, opinion leadership, attitude change, risk-taking and last media choice.
Unlike personality, attitudes are learned and thus can it change. Attitude might drive a consumer toward or drive them away form a particular behaviour (Shiffman & Kanuk, 2010:247). According to Shiffman and Kanuk (2010:246) and Rousseau (2007:194) attitude are defined as follows: “attitude is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object, subject, idea or behaviour”. A consumer’s attitude can vary from situation to situation. Rousseau (2007:194) states that attitude is formed through the learning process.
According to de Mooij (2011:20) consumer behaviour is the process involved when consumers select, purchase, use or dispose of products, services, ideas or experiences to satisfy their needs and desires.
The influence of personality on a consumers behaviour
A consumer’s personality has an influence on their behaviour towards brands, brand loyalty and purchase behaviour. Rousseau and du Plessis (2007:219) found that marketers use a consumer’s personality characteristics to predict their behaviour. According to Barber et al. (2009:59) consumers change their behaviour to consider the environment in their purchasing decisions. Consumers also buy based upon need satisfaction and in some cases consumers are willing to pay more for products that are environmentally friendly (Barber, Taylor, et al., 2009:59). Brand personality should be long-lasting and should differ from other brands to meet the consumer’s demands (Lin, 2010:4). According to Mulyanegara et al. (2009:237) emotional, cognitive and behavioural elements that are personal, describes personality.
A consumer’s behaviour can also be influenced by hormonal factors. Women unconsciously choose a product that enhances their appearance when they are at the peak of their fertility (Durante, Griskevicius, et al., 2011:921). Thus woman will buy clothes that are sensual when they are...