The Personal Touch: How Personality Shapes Consumer Decisions

When it comes to making choices about the things we spend our money on, our personalities have a big say in what we choose. These decisions aren’t just business transactions; they show the world who we are. Whether you’re someone in sales trying to connect better with customers or just a regular shopper looking to make smarter buying decisions, understanding how your personality dimensions influence your choices can be eye-opening.

Organized Gold: The Practical Consumer

Organized Golds are known for their practicality, reliability, and strong sense of duty. They value tradition and stability and tend to be cautious in their decision-making. When it comes to making purchases, Organized Golds put quality and functionality over the latest trends.

How Organized Golds Influence Purchases:

• They often stick with brands and products they have used for years.
• They prefer well-known brands with a reputation for quality.
• Organized Golds like the comfort of warranties and guarantees attached to what they buy.
• They are careful planners and budgeters, avoiding impulse buys.

When you’re selling to Organized Golds, focus on highlighting the practical benefits and reliability of your products or services. Emphasize how your products or services can fit seamlessly into their lives.

Resourceful Orange: The Spontaneous Consumer

Resourceful Oranges are the spontaneous, action-oriented personalities who thrive on excitement and variety. They are drawn to experiences and are less concerned with practicality or long-term commitment when making purchases. Resourceful Oranges value the here and now.

How Resourceful Oranges Influence Purchases:

• They are more likely to make impulse purchases, especially when they come across something unique or exciting.
• Resourceful Oranges love variety and are open to trying new products and brands.
• They enjoy shopping as an experience it’s not always about what they bring home.
• Aesthetics are important to them – it’s all about how a product makes them feel in the moment.

With your Resourceful Orange customers, aim for that novelty and excitement factor. Use eye-catching visuals, limited-time offers, and experiential marketing tactics that makes them feel like they’re on an exciting ride.

Authentic Blue: The Values-Driven Consumer

Authentic Blues are known for their empathy, compassion, and strong sense of morality. They are driven by their values and ideals and look to make purchases that align with their beliefs. Authentic Blues are often drawn to products and brands that contribute to a better world.

How Authentic Blues Influence Purchases:

• They’re all about supporting companies with a social or environmental mission.
• Authentic Blues are interested in the story behind the brand and its commitment to causes they care about.
• They are willing to pay more for products that align with their values.
• They do their homework to make sure what they buy aligns with their principles.

For your Authentic Blue customers, spotlight your brand’s ethical practices and values. Show off your initiatives and partnerships that make a positive impact on society or the environment.

Inquiring Green: The Analytical Consumer

Inquiring Greens are known for their logical thinking, problem-solving skills, and thirst for knowledge. They approach purchasing decisions with a methodical and analytical mindset, with an eye on efficiency and effectiveness.

How Inquiring Greens Influence Purchases:

• They meticulously research products, comparing features, and reading reviews before making a decision.
• Inquiring Greens appreciate data-driven marketing and hard facts.
• Emotions don’t sway them as much; they’re want to know concrete benefits.
• They value products that provide clear, measurable benefits and solve specific problems.

When you’re selling to Inquiring Greens, give them detailed product information, data, and statistics to support what you’re telling them. Show them why your product or service makes the most sense for them.

Knowing how your personality dimensions affects your buying decisions is helpful for both shoppers and salespeople. If you’re a shopper, it can make you a smarter and more satisfied buyer; if you’re in sales, understanding your customers’ personalities can help you connect with them better and do your job more effectively. By bringing together psychology and shopping, we can make better choices and build stronger relationships in the world of buying and selling.

Get in touch with us today and learn how to up your sales to the next level by learning how to tune into your Personality Radar with Sales Dimensions.

Brad Whitehorn – BA, CCDP is a lifelong introvert, and the Associate Director at CLSR Inc.  He was thrown into the career development field headfirst after completing a Communications degree in 2005, and hasn’t looked back!  Since then, Brad has worked on the development, implementation and certification for various career and personality assessments (including Personality Dimensions®), making sure that Career Development Practitioners get the right tools to best serve their clients.