1. We are asked that:. (A) How would we explain the fact that, although no two Individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizeable market segment? (B) Describe personality traits theory. Give five examples of how personality traits can be used in consumer research. (C) How can a marketer of cameras use research finding that indicates a target market consists primarily of inner directed or other directed consumers? Of consumers who are high or low?