Theory of Knowledge - Course Companion for Students Marija Uzunova Dang Arvin Singh Uzunov Dang

III. Methods and tools
Accuracy (self-other agreement)
claimed that a computer with 10
They
could predict a person’s personality
Likes
than their work colleagues; with
better
Likes, better than their friends; with 150
70
better than their parents; and with
Likes,
Likes, better than their partner.
300
a third study in 2017 Kosinski and
In
investigated whether psychographic
colleagues
could lead to higher click-rates on
targeting
Extroverts were shown a beauty
advertisements.
that said “dance like no-one
advertisement
watching (but they totally are)”, whereas
is
were shown a woman with a makeup
introverts
brush and the caption "beauty doesn't have
shout". The targeted advertisements resulted
to
up to 40% more clicks and purchases than
in
or untargeted advertisements. The
mismatching
conclusion: psychological targeting
summary
work grew out of the Cambridge
This
Centre, based at the University
Psychometric
Cambridge, and eventually attracted
of
attention of Cambridge Analytica (see
the
or psychography is a scientific attempt to quantitatively measure a person’s
Psychometry
The OCEAN model (also called the five-factor model) that is widely used
personality.
model also assumes that a person’s important personality traits will become a part of
The
language, and that the most important traits will be encoded into the person’s language
their
3
Openness
0.7
Spouse (0.58)
Agreeableness
Extraversion
Five-Trait average
Family (0.50)
0.6
0.5
0.4
0.3
Friend (0.450
Cohabitant (0.45)
Conscientiousness
Neuroticism
0.2
Work colleague (0.27)
0.1
60
10
70 90100 150 200 250300
Figure 3.9
Number of Facebook Likes (log scaled)
Predictions of personality: accuracy of a computer versus colleagues, friends and family
appeared to make advertisements more effective.
Chapter 2, IV). Kosinski vigorously denied any
assumes that personality can be measured using the following dimensions:
• openness to experience
• agreeableness
• conscientiousness
• neuroticism.
• extraversion
as a single word.
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