As to the study of consumers personality, there exit fatal flaws in its research premise, methods and conclusions at present.  The unity of Heaven and Humanity is Chinese holographic system methodology. On the basis of this valuable Chinese ancient wisdom, the concept of psychological field and a theory paradigm for studying consumer personality are proposed to explore representation law of consumer's innate personality in acquired consumption behavior.  Field theory can be applied to study Consumers personality and its appearance; this is the waveparticle duality of Consumer behavior.  The personality is consumer physical and psychological prototype. The type of consumer innate personality could by segmented by the psychological field.  By cracking the law of consumer innate personality information expression in consumer mentality and behavior system, the everchanging needs of the same consumers could be grasped and the essence of behavior difference between different consumers be understood.