Personality is the totality of thoughts, emotions, intentions, tendencies, and behaviours that a person exhibits consistently as he or she adapts to the environment. This definition highlights the cognitive (thought), affective (emotions), motivational (intentions), and behavioural (behaviours) aspects that are central to the study of personality.
Personality is unique to an individual because it helps distinguish consumers based on the specific characteristic or traits that each exhibits. Individuals may share some characteristics and traits. The Five-factor model is used by researchers to analyse multiple traits in personality.