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This web site states the following, "The building blocks of who we are, the tumbling gears that make us do what we do, often seem as difficult to understand as the surrounding universe." We noticed that the web page said " Perhaps thats why the study of personality is a relatively new sub-discipline within the field of psychology." It also said " But either within scientific structure or informally, people have always tried to grasp what makes different individuals behave the ways they do. One of the oldest, most basic, and commonly used approaches to this question is trait theory." The header had trait theory as the highest ranking optimized keyword. It is followed by trait theory of leadership and trait theory of criminals which isn't as ranked as highly as trait theory.