The aim of our paper is to investigate the links between terminal and instrumental values, personality types, consumer attitudes and behavior that are relevant to marketing decision-making. The understanding of the personality and values of individual consumers should enable us to predict their preferences and behavior. Our set of consumer attitudes and behavior includes reported peer influence on shopping behavior, consumer ethnocentrism, value shopping and hedonism in shopping. Two multidimensional statistical approaches are considered: a cluster analysis of the individual’s personality and values and a factor analysis of consumer attitudes and behavior. An analysis of data from a representative sample of 1,094 Slovenian consumers (PGM, V...