Character, on the other hand, takes far longer to puzzle out. It includes traits that reveal themselves only in specific—and often uncommon—circumstances, traits like honesty, virtue, and kindliness. Ironically, research has shown that personality traits are determined largely by heredity and are mostly immutable. The arguably more important traits of character, on the other hand, are more malleable—though, we should note, not without great effort. Character traits, as opposed to personality traits, are based on beliefs (e.g., that honesty and treating others well is important—or not), and though beliefs can be changed, it’s far harder than most realize.
Source: Personality vs. Character
I wonder if in our modern society we often confuse the two.