PERSONALITY TRAITS AND USER Personality Traits and User Behavior. (December 2011) Christopher Ronald

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Transcript of PERSONALITY TRAITS AND USER Personality Traits and User Behavior. (December 2011) Christopher Ronald

  • PERSONALITY TRAITS AND USER BEHAVIOR

    A Thesis

    by

    CHRISTOPHER RONALD KING

    Submitted to the Office of Graduate Studies of

    Texas A&M University

    in partial fulfillment of the requirements for the degree of

    MASTER OF SCIENCE

    December 2011

    Major Subject: Computer Science

  • Personality Traits and User Behavior

    Copyright 2011 Christopher Ronald King

  • PERSONALITY TRAITS AND USER BEHAVIOR

    A Thesis

    by

    CHRISTOPHER RONALD KING

    Submitted to the Office of Graduate Studies of

    Texas A&M University

    in partial fulfillment of the requirements for the degree of

    MASTER OF SCIENCE

    Approved by:

    Co-Chairs of Committee, Frank Shipman William Lively

    Committee Members, Selma Childs

    Jon Jasperson

    Head of Department, Duncan Walker

    December 2011

    Major Subject: Computer Science

  • iii

    ABSTRACT

    Personality Traits and User Behavior. (December 2011)

    Christopher Ronald King, B.S.; B.A., Texas A&M University

    Co-Chairs of Advisory Committee: Dr. Frank Shipman

    Dr. William Lively

    Psychologists and human resources personnel have used personality profiling as

    a predictor of human behavior in various environments for many decades. Knowing the

    personality traits of a particular individual allows management to tailor an environment

    ideally suited for an individual, attempting to maximize a person’s productivity and job

    satisfaction. Measurements of personality are classically achieved through a self-

    reporting survey. This method has a potential inaccuracy due to its lack of objectivity

    and a bias due to cultural influences. This research explores the relationships between

    specific computer user behavior patterns and personality profiles. The results may

    provide a partial map between personality profile traits and computer user behavior.

    In an attempt to discover such correlations, forty-five fraternity and sorority

    students from Texas A&M University were selected to participate in a personality

    survey and three computer based tests. One test measured the subject’s perceptive

    abilities, another measured their decision-making requirements, and a third measured

    their methods employed in organizing a task.

    The results show conclusively that some personality profile traits do influence

    how people visually interpret information presented on a computer screen. Individuals

  • iv

    who exhibit high conscientiousness or agreeableness scores on a personality assessment

    survey take less time to find an icon among a collection during an icon search test.

    However, the results also show a significantly large variability in individuals,

    indicating that many other factors may influence attempts to measure an individual’s

    personality traits. This indicates that the tests presented in this study, even though they

    show that behavior is related to personality traits, cannot be used as diagnostic tools.

    Further research will be required to obtain that goal.

  • v

    DEDICATION

    To my wife, without whose continual encouragement, devotion and love, this

    would not have been possible

  • vi

    TABLE OF CONTENTS

    Page

    ABSTRACT ............................................................................................................. iii

    DEDICATION ......................................................................................................... v

    TABLE OF CONTENTS ......................................................................................... vi

    LIST OF FIGURES .................................................................................................. viii

    LIST OF TABLES .................................................................................................... ix

    1. INTRODUCTION ................................................................................................ 1

    2. EXECUTIVE SUMMARY .................................................................................. 3

    3. STATEMENT OF PROBLEM ............................................................................ 4

    4. HYPOTHESIS - RATIONAL .............................................................................. 6

    5. LITERATURE REVEIW ..................................................................................... 8

    5.1 Initial Work in Personality Profiling ....................................................... 8

    5.2 Current User Modeling Using Personality Profiles ................................ 10

    5.3 Earlier Similar Studies ............................................................................ 10

    6. METHODOLOGY ............................................................................................... 12

    6.1 Overview ................................................................................................ 12

    6.2 Personality Assessment Tool .................................................................. 13

    6.3 Icon Search Task .................................................................................... 14

    6.4 Decision-making Task ............................................................................ 15

    6.5 Organizational Task ................................................................................ 17

    6.6 Testing Environment and Equipment ..................................................... 20

    7. STATITISTICAL ANALYSIS ............................................................................. 22

    7.1 Method ................................................................................................... 22

    7.2 Limitations of the Data ........................................................................... 22

  • vii

    Page

    8. RESULTS ............................................................................................................. 24

    8.1 Results of the Icon Search Task ............................................................. 24

    8.2 Conclusions of the Icon Search Task ..................................................... 28

    8.3 Results of the Decision-making Task ..................................................... 29

    8.4 Conclusions of the Decision-making Task ............................................. 32

    8.5 Results of the Organizational Task ........................................................ 32

    9. CONCLUSIONS ................................................................................................... 33

    REFERENCES ......................................................................................................... 35

    APPENDIX A .......................................................................................................... 37

    APPENDIX B ........................................................................................................... 41

    APPENDIX C ........................................................................................................... 43

    APPENDIX D ........................................................................................................... 44

    APPENDIX E ........................................................................................................... 46

    APPENDIX F ........................................................................................................... 60

    APPENDIX G ........................................................................................................... 61

    VITA . ……............................................................................................................... 63

  • viii

    LIST OF FIGURES

    Page

    Fig. 1. Example Icon Search Screen ......................................................................... 15

    Fig. 2. Decision-Making Interface ............................................................................ 16

    Fig. 3. Project Tracker Main Screen ......................................................................... 18

    Fig. 4. Project Tracker Project Form......................................................................... 18

    Fig. 5. Project Tracker Job Form .............................................................................. 19

    Fig. 6. Search Times for Static vs. Animated Screens ............................................. 25

    Fig. 7. Comparisons of Upper and Lower Conscientiousness Populations .............. 26

    Fig. 8. Comparisons of Upper Quartile and Lower Quartile Conscientiousness

    Populations .................................................................................................... 27

    Fig. 9. Comparisons of Upper and Lower Agreeableness Populations .................... 28

    Fig. 10 Comparisons of Upper Quartile and Lower Quartile Agreeableness

    Populations ....................................