University Marketing Course: Consumer Behavior and Clothing Choices

This marketing assignment delves into the realm of consumer behavior, specifically examining the influence of personality traits on clothing preferences. The student's preferences are explored in detail, highlighting a preference for comfortable, casual wear in vibrant colors, aligning with an extroverted personality. The assignment contrasts these preferences with those of others, emphasizing that individual personality, a complex interplay of thoughts, feelings, and behaviors, shapes unique choices. The analysis draws upon research to explain how personality differences, including traits like narcissism and antagonism, can affect consumer choices. It also explores the impact of self-concept on purchasing decisions, highlighting how individuals often select products and services that reflect their self-image. References to academic research supports the analysis, underscoring the assignment's academic rigor and practical relevance in understanding consumer behavior.

Running head: MARKETING CONSUMER BEHAVIOR
MARKETING CONSUMER BEHAVIOR
Name of the University
Name of the Student
Author Note

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MARKETING CONSUMER BEHAVIOR
How do your clothing preferences differ from those of your friends?
With reference to result from step 1, it shows that I am more of an extrovert rather
than an introvert person (Horwitz, Shutts and Olson 2014). No two people are alike in
personality or behavior. I tend to think and prospect more than to judge people around. I tend
to be confident in my abilities and decisions no matter what people say. My clothing
preferences are certainly different from the others as my personality trait is different. I like to
wear comfortable and loose clothes rather than the tight fitting ones. I am more comfortable
and relaxed in t-shirts, shirts, and track pants with sport shoes or jeans. I like to wear vibrant
colors, which suits me (Schloss, Strauss and Palmer 2013). I like to wear casual more when I
am out with friends or family, yet I dress up for parties or special event. I prefer wearing
clothes with light fabrics and simple yet well-dressed clothes. I do not like people who wear
dirt and untidy clothes and clothes which are too flashy.
What personality differences might explain why your preferences are different from
those of other people?
Personality is a mixture of thoughts, feelings, and behaviors. Recent study shows that
people with different personality traits such as narcissism and antagonism are liberal when
they deal with people having troublesome traits (Woods et al. 2013). Differences in
personality address and focus on the question of common human nature, proportions of
individual trait and difference and exclusive prototype of individuals. Research in personality
differences varies from analysis of hereditary code to the study of ethnic, sexual, social and
artistic differences and including findings on cognitive aptitude, interpersonal skills and
emotional feelings. It can be possible that two or more individuals are alike in nature as
regards one or two characteristics, but it is not possible to have the same mixture of
uniqueness in two persons. Personality behavior will naturally shape as the outcome of the

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MARKETING CONSUMER BEHAVIOR
usual exercise of exacting type preference and an individual’s whole type. Yet for such
behaviors as choosing the fashion one wears, designing home or pursuing spare time
activities. Personality construct life styles, which in turn are intimately related to societal and
cultural influence that cause individuals to be as they are, exist as they do and use the product
and services they devour. A reliable pattern of behavior should bear over time. Personality
can also modify owing to major life measures and by the regular maturing process. What an
individual thinks of himself is his personality or self-concept since he behaves or reacts in the
style in which he perceives himself. Self-conscious is also directly connected with personality
in the way that individuals are likely to purchase products and services and support the
retailers with their personality that closely communicate to their own image or reflection.
Therefore, personality or behavior varies from person to person and thus preferences differ
(Wang, Rieger and Hens 2016).

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MARKETING CONSUMER BEHAVIOR
References
Horwitz, S.R., Shutts, K. and Olson, K.R., 2014. Social class differences produce social
group preferences. Developmental Science, 17(6), pp.991-1002.
Schloss, K.B., Strauss, E.D. and Palmer, S.E., 2013. Object color preferences. Color
Research & Application, 38(6), pp.393-411.
Wang, M., Rieger, M.O. and Hens, T., 2016. How time preferences differ: Evidence from 53
countries. Journal of Economic Psychology, 52, pp.115-135.
Woods, S.A., Lievens, F., De Fruyt, F. and Wille, B., 2013. Personality across working life:
The longitudinal and reciprocal influences of personality on work. Journal of Organizational
Behavior, 34(S1), pp.S7-S25.