In a world full of opportunities, different people are drawn to different goals. Some believe that one is enough, while others can never get enough of them. Many people have a desire for achievement, yet still avoid the process needed to reach it. And it’s not about the surroundings that shape them. Two people can live in the same city, be the same age, and have the same income — they could even be twins — and still have something different about them.
What separates one person from another is personality — a combination of internal characteristics. Motives, attitudes, values, and emotional responses influence how individuals interact with their environment. Marketers must understand in depth which type of consumer they are targeting; demographic traits alone are not enough. The way personality develops is a complex process — it usually remains consistent but can show flexibility in different situations. As marketers, we need to understand these types and their outcomes to connect more deeply with certain groups.
This is not just relevant for niche audiences. When a brand targets large masses of people, it still needs to understand their beliefs and values. For example, Tide understands that care goes beyond cleanliness. In their ads, laundry represents an act of love — a way people show responsibility and affection for their families. Whether it’s a parent washing a child’s uniform or someone preparing for an important day, Tide reflects a universal human trait: the need to care for the ones we love.
Freudian theory explains how each person has three parts of personality: the id, ego, and superego. These components differ in strength among individuals, and the dominant one influences how we make purchasing decisions. For example, id-driven consumers seek pleasure and instant satisfaction, so they are more likely to be attracted to luxury brands, sweets, or entertainment — products that promise enjoyment and indulgence. Ego-driven consumers look for balance and practicality, preferring brands that combine quality and value, such as Samsung or Toyota. Meanwhile, superego-oriented consumers are guided by moral values and social responsibility, and they are drawn to ethical or sustainable brands like Lush or Patagonia.
While Freudian theory describes subconscious drives, trait theory in psychology explains personality as a set of relatively stable traits that cause individuals to behave in predictable ways. Within this theory, there are five broad dimensions of personality, often called the Big Five or OCEAN:
Openness to Experience – creativity, curiosity, and innovation. For this type, brands should emphasize creativity, innovation, and unique experiences. This kind of consumer will be first in line for something new and exciting.
Conscientiousness – organization, discipline, and reliability. For these consumers, functional benefits, reliability, and tangible proof of quality create trust. They value product specifications, warranties, and a sense of safety in their decisions.
Extraversion – sociability, assertiveness, and expressiveness. Brands should focus on the social and communal aspects of a product, highlighting how it helps people connect.
Agreeableness – cooperation, compassion, and trustworthiness. Brands with ethical practices and positive community impact resonate with this group. They appreciate strong customer support and positive testimonials.
Neuroticism – emotional stability. Marketing should reduce anxiety and emphasize safety, predictability, and peace of mind.
Another important theory is the social-cognitive theory, which describes how people learn and model behavior from others — parents, teachers, peers. A person who grew up in a household that buys a certain brand of cleaning products will likely continue purchasing it as an adult.
There is also the concept of materialism — the belief that success and happiness are achieved through material possessions — and compulsive buying, which is repetitive, emotionally driven purchasing that brings only temporary satisfaction. Marketing can create an aspirational gap between a consumer’s current state and an idealized image of life. This is often done through urgency or “fear of missing out.” The most popular phrase that marketers use to justify a purchase is: you deserve it.
Although many companies use such tactics, luxury brands have an ethical responsibility to promote genuine product value and informed choice, rather than fueling psychological compulsion for profit.
Brands can also fulfill the desired identity of a consumer. A product doesn’t just serve a practical purpose — it carries a symbolic function that creates a feeling of belonging or aspiration. People proudly carry a brand name because it represents their values and how they see themselves. For example, people passionate about fitness often gravitate toward brands like Nike or Proteini.si, because those brands mirror their daily habits and values.
Understanding personality is more than a psychological curiosity — it’s a marketing advantage. Consumers don’t make choices without context; their motives, values, and inner traits shape how they connect with a brand. The same message can inspire one person and leave another unmoved, not because of poor communication, but because it doesn’t align with how they see the world.
When marketers recognize these patterns, they move past basic demographics and start creating messages that resonate on a deeper level. Personality frameworks — from Freud’s structure of the mind to the Big Five traits — give us language to understand why people choose certain brands and how those choices express identity.
Ultimately, good marketing is about understanding someone. When a brand aligns with the personality behind the purchase, it stops chasing attention and starts earning loyalty.
