PsychologicalTarge/ngandTailoringinAdver/sing

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BIG5Personality:OpennessConscientiousnessExtroversionAgreeablenessNeuroticism

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PersonalityandMarketing

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Openness

Conscien/ousness

ExtroversionAgreeableness

Neuro/cism

TARGETING

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TAILORING

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Sowhyisn’tpersonalitywidelyusedinmarketing?

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MichalKosinski|michalk@stanford.edu

500MBdailydataoutputperperson,globally

IBM,2012

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PredictingPersonalityfromFacebookLikes

Workcolleague(.27)

Friend|Cohabitant(.44)

Familymember(.50)

Spouse(.58)

Averagenumberoflikes(227)

Accu

racy

(cor

relatio

n)

moststronglyrelatedtoOpenness:

Conservative:•  NASCAR•  AustinCollie•  Monster-In-Law•  Idon’tread•  JustinMoore•  ESPN2•  Farmlandia•  TheBachelor•  OklahomaStateUniversity•  TeenMom2

Liberal:•  OscarWilde•  CharlesBukowski•  SylviaPlath•  LeonardoDaVinci•  Bauhaus•  DMT:TheSpiritMolecule•  AmericanGods•  JohnWaters•  Plato•  LeonardCohen

Disagreeable:•  IHateEveryone•  IHateYou•  IHatePolice•  FriedrichNietzsche•  TimmySouthPark•  Atheism/Satanism•  Prada•  SunTzu•  JuliusCaesar•  Knives

Agreeable:•  CompassionInternational•  LoganUtah•  JonForeman•  RedeemingLove•  PornographyHarms•  TheBookOfMormon•  CirclesOfPrayer•  GoToChurch•  Christianity•  MarianneWilliamson

Agreeableness

Reserved: Outgoing:

Extroversion

•  RPGs•  fanfiction.net•  Programming•  Anime•  Manga•  VideoGames•  RolePlayingGames•  Minecraft•  Voltaire•  TerryPratchet

•  Beerpong•  MichaelJordan•  Dancing•  Socializing•  ChrisTucker•  IFeelBetterTan•  Modeling•  Cheerleading•  Theatre•  FlipCup

Relaxed: Neurotic:

Neuroticism

•  BusinessAdministration•  GettingMoney•  Parkour•  Track&Field•  Skydiving•  MountainBiking•  Soccer•  Climbing•  Physics/Engineering•  48LawsOfPower

•  SometimesIHateMyself•  Emo•  GirlInterrupted•  SoSoHappy•  TheAddamsFamily•  Vocaloid•  Sixbillionsecrets.com•  VampiresEverywhere•  KurtDonaldCobain•  DotDotCurve

Spontaneous: Wellorganized:

Conscientiousness

•  WesAnderson•  BanditNation•  Omegle•  Vocaloid•  SerialKiller•  Screamo•  Anime•  Vamplets•  JoinIfUrFat•  NotDying

•  LawOfficer•  NationalLawEnforcement

lowfares.com•  Accounting•  Foursquare•  EmergencyMedicalServices•  SundayBest•  KaplanUniversity•  GlockInc.•  Mycalendar2010

Howcanyouusethisinpractice?

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Reserved: Outgoing:

Extroversion

•  RPGs•  fanfiction.net•  Programming•  Anime•  Manga•  VideoGames•  RolePlayingGames•  Minecraft•  Voltaire•  TerryPratchet

•  Beerpong•  MichaelJordan•  Dancing•  Socializing•  ChrisTucker•  IFeelBetterTan•  Modeling•  Cheerleading•  Theatre•  FlipCup

BeyondFacebookLikes

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Park,Schwartz,Eichstaedt,Kern,Kosinski,…,Seligman(2015).Automaticpersonalityassessmentthroughsocialmedialanguage.JPSP,108(6),934–952.

Personalityprofileofwww.deviantart.comaudience

Openness

Conscientiousness

Extroversion

Agreeableness

Neuroticism

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MostIntroverted

MostExtroverted

Personality:•  intuitive•  backedbyover100yearsofresearch•  canbemeasuredinthecyberspace•  canimproveyourtargetingand

tailoring

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DiscussionandQuestions

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