In the play, one sees two sides of Willy- a performance mode, when he is trying to deal with people diplomatically, and a more personal, raw mode. Willy is very genial and friendly when he�s dealing with his mistress, and also in the very few lines where he�s speaking to Charley�s secretary, for instance. Willy tries to polite when he sees his boss Howard, but he loses control of himself. Otherwise, when Willy is dealing with his family, or with his neighbor Charley, he�s very often downright rude. Willy Loman is not warm and fuzzy, and he could be said to be in deficiency of general friendliness; he is Grouchy, let us say.
Willy is ruled by his pride. His pride demands of him that his children be successful, that he have if not many possession then possessions of quality, such as refrigerators with big ads. He is determined that there should be a great many people at his funeral, he is convinced that he is so liked that policemen protect his car wherever he goes. Perhaps most humanly, Willy refuses to take a job from his neighbor Charley because he believes that he is, or that he should be, better than him. Willy�s pride is most evident in the near-end of the play, (Norton Intro Lit 1608) when he says �[... in an uncontrolled outburst] I am not a dime a dozen! I am Willy Loman, and you are Biff Loman!�