This study examines the relationship between personality traits and consumer decision-making styles using the Myers-Briggs Type Indicator (MBTI) framework. The research explores how different personality dimensions influence consumer preferences, particularly in areas such as brand loyalty, price consciousness, and impulsive buying behaviour. The findings reveal that while certain personality traits exhibit weak correlations with specific decision-making styles, there is no strong overall relationship between MBTI personality types and brand preference. Notably, sensing types demonstrate higher quality consciousness, while intuitive types exhibit greater price sensitivity and impulsiveness. The study contributes to consumer psychology by highlighting the shady role of personality in shaping purchasing decisions.