Entity Definition

Logical Name : PersonalityType
Physical Name : LU_PRSNLTY_TYP

A category of personality defined by a retailer and used for segmenting consumers/customers. The values in this lookup entity type are determined by the retailer. There are different pre-defined personality taxonomys like Myers-Briggs that retailers may choose to use in populating this entity. Like all segmentation lookup tables, ARTS is not predefining value lists because those value lists will vary by retailer business strategy, format and target markets.

Data Definition

Attribute Description Physical Name Domain Data Type Foreign Key Table
PersonalityTypeCode (PK) A retailer assigned value that assigns a personality named pattern of behavior to a Person. This plays a role in segmentation Sample Values: COMPULSIVE AUTHORITARIAN GREGARIOUS AMBITIOUS INTROVERTED CD_PRSNLTY_TYP Code varchar(20)
PersonalityTypeDescription Short description of the PersonalityType DE_VL_ATTD_LFSTL DescriptionShort varchar(255)


Parent Entity Verb Phrase Child Entity
PersonalityType characterizes CompositePsychographicSegment
PersonalityType defines Person

Logical Views containing PersonalityType

Logical View
Logical 07030 - Customer Segment Independent Characteristics