A person’s personality is their unique identity, representing their inner being. It acts as a mediator between instinctive impulses (the id) and internalized moral norms (the superego). In the realm of consumer behavior, an egocentric individual is distinguished by their strong individualism, focused solely on what directly benefits them. This type of consumer tends to have a below-average level of education and shows no particular sensitivity to social issues. This profile can be observed, for example, in certain advertisements, such as those of the RbK brand.