An individual's personality is commonly thought to be both consistent and enduring.
The stable nature of personality suggests that it is unreasonable for marketers to attempt to change consumers' personalities to conform to certain products. At best, they may learn which personality characteristics influence specific consumer responses and attempt to appeal to relevant traits inherent in their target groups of consumer.
Event through an individual's personality may be consistent, consumption behavior often varies considerable because of psychological, socio-cultural and environmental factors that affect behavior.