How are these concepts related? Both have to do with persistent features of behavior, but they seem to have somewhat distinct domains and have been approached by widely separated disciplines. In particular, character seems to be morally charged in ways that personality is not.
Personality
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Character
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Outgoing
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Honest
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Sociable
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Capable of carrying out commitments
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Introverted
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Slippery
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Shy
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Deceptive
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Perfectionist
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Manipulative
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Careless
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Courageous
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Ambitious
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Pays attention to principles
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Short-sighted
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Opportunistic
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Agreeable
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Kind
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Secure / insecure
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Cruel
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Curious
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Self-directed
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Both sets of characteristics go beyond (or below) rational calculation and utility. (In fact, we might say that the purely rational individual lacks both personality and character; his/her actions are dictated by current estimates of costs and benefits of various lines of action.) Both personality and character have to do with features of behavior that are non-purposive to an important extent. They have to do with who the actor is, not so much with what he/she wants to accomplish. Rational calculation is sometimes at odds with some of these features — sometimes principles and commitments stand in the way of self interest, so character dictates a different course of action than prudence.
Personality falls within the domain of empirical psychology. There is a long tradition of research and theory in the area of personality psychology. Psychologists seem to favor to use the vocabulary of “personality traits” (Jerry Wiggins, “In Defense of Traits,” Handbook of Personality Psychology, edited by Robert Hogan et al). And a central goal of personality psychology has been to discover a taxonomy of personality types that allow classification of all normal human beings. Along with such a taxonomy, the discipline has sought to create measurement tools that permit application of the scheme to ordinary human subjects.
We might try to draw a distinction between personality and character along these lines. Personality has to do with the psychological “hardware” with which the individual is equipped. Just as a snappy Mustang has great acceleration and so-so gas mileage (determined by the organization of its component systems), some individuals have affable, agreeable interactions with other people (determined by the organization of their affective systems). Character has to do with moral capacities in embodied human beings: the ability to keep a promise, tell the truth, or stand resolute in the face of threat. Character has to do with the ways we conceive of ourselves and sculpt our actions to fit our expectations; personality has to do with reactive features of our psychological systems.
(Here is a very good essay on “Moral Character” by Marcia Homiak in the SEP; link.)