This study explores how consumer personality, based on the Myers-Briggs Type Indicator (MBTI), influences the decision-making process. The findings reveal significant differences across personality dimensions. Extraverts show higher extrinsic need recognition and information search compared to introverts. Sensing types demonstrate greater intrinsic need recognition, information search, and evaluation than intuitive types. Thinking individuals outperform feeling types in all decision-making aspects except extrinsic need recognition. Similarly, judging types engage more deeply in decision-making than perceiving types. Overall, the study concludes that MBTI personality traits significantly shape the brand choice process, emphasizing the importance of personality-driven marketing strategies.