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Personality computing is a research field related to
artificial intelligence Artificial intelligence (AI) is intelligence—perceiving, synthesizing, and inferring information—demonstrated by machines, as opposed to intelligence displayed by animals and humans. Example tasks in which this is done include speech r ...
and
personality psychology Personality psychology is a branch of psychology that examines personality and its variation among individuals. It aims to show how people are individually different due to psychological forces. Its areas of focus include: * construction of a c ...
that studies personality by means of computational techniques from different sources, including text, multimedia and social networks.


Overview

Personality computing addresses three main problems involving personality: automatic personality recognition, perception and synthesis.
Vinciarelli, Alessandro, and Gelareh Mohammadi. "A survey of personality computing." IEEE Transactions on Affective Computing 5.3 (2014): 273-291.
Automatic personality recognition is the inference of personality types, personality type of target individuals from their
digital footprint Digital footprint or digital shadow refers to one's unique set of traceable digital activities, actions, contributions and communications manifested on the Internet or digital devices. Digital footprints can be classified as either passive or a ...
, automatic personality perception is the inference of the personality attributed by an observer to a target individual based on some observable behavior, and automatic personality synthesis is the generation of the style or behaviour of artificial personalities in Avatars and virtual agents. Self-assessed
personality test A personality test is a method of assessing human personality construct (psychology), constructs. Most personality assessment instruments (despite being loosely referred to as "personality tests") are in fact introspective (i.e., subjective) self ...
s or observer ratings are always exploited as the
ground truth Ground truth is information that is known to be real or true, provided by direct observation and measurement (i.e. empirical evidence) as opposed to information provided by inference. Etymology The ''Oxford English Dictionary'' (s.v. "ground t ...
for testing and validating the performance of artificial intelligence
algorithm In mathematics and computer science, an algorithm () is a finite sequence of rigorous instructions, typically used to solve a class of specific problems or to perform a computation. Algorithms are used as specifications for performing ...
s for the automatic prediction of personality types.Celli, Fabio, et al. "Workshop on computational personality recognition (shared task)." Proceedings of the Workshop on Computational Personality Recognition. 2013. There is a wide variety of personality tests, such as the Myers Briggs Type Indicator (MBTI)Isabel Briggs Myers and Peter B Myers. 2010. Giftsdiffering: Understanding personality type. Davies-Black Publishing. or the MMPI, but the most used are tests based on the
Five Factor Model The Big Five personality traits is a suggested taxonomy, or grouping, for personality traits, developed from the 1980s onward in psychological trait theory. Starting in the 1990s, the theory identified five factors by labels, for the US English ...
such as the
Revised NEO Personality Inventory The Revised NEO Personality Inventory (NEO PI-R) is a personality inventory that assesses an individual on five dimensions of personality, the so-called Big Five personality traits. These traits are openness to experience, conscientiousness, ext ...
.Paul T Costa and Robert R McCrae. 2008. The re-vised neo personality inventory (neo-pi-r).In G.J.Boyle, G Matthews and D. Saklofske (Eds.). TheSAGE handbook of personality theory and assessment2:179–198 Personality computing can be considered as an extension or complement of Affective Computing, where the former focuses on personality traits and the latter on affective states. A further extension of the two fields is Character Computing which combines various character states and traits including but not limited to personality and affect.


History

Personality computing begun around 2005 with few pioneering research works in personality recognition showing that personality traits could be inferred with reasonable accuracy from text, such as blogs, self-presentations,Argamon, Shlomo, et al. "Lexical predictors of personality type." (2005).Oberlander, Jon, and Scott Nowson. "Whose thumb is it anyway?: classifying author personality from weblog text." Proceedings of the COLING/ACL on Main conference poster sessions. Association for Computational Linguistics, 2006.Mairesse, François, et al. "Using linguistic cues for the automatic recognition of personality in conversation and text." Journal of artificial intelligence research 30 (2007): 457-500. and email addresses.Back, Mitja D., Stefan C. Schmukle, and Boris Egloff. "How extraverted is honey. bunny77@ hotmail. de? Inferring personality from e-mail addresses." Journal of Research in Personality 42.4 (2008): 1116-1122. In 2008, the concept of "portable personality" for the distributed management of personality profiles has been developed. Few years later begun the research in personality recognition and perception from multimodal and social signals, such as recorded meetingsPianesi, Fabio, et al. "Multimodal recognition of personality traits in social interactions." Proceedings of the 10th international conference on Multimodal interfaces. ACM, 2008. and voice calls.Mohammadi, Gelareh, and Alessandro Vinciarelli. "Automatic personality perception: Prediction of trait attribution based on prosodic features." IEEE Transactions on Affective Computing 3.3 (2012): 273-284. In the
2010s File:2010s collage v21.png, From top left, clockwise: Anti-government protests called the Arab Spring arose in 2010–2011, and as a result, many governments were overthrown, including when Libyan dictator Muammar Gaddafi was killed; Crimea is ...
the research focussed mainly on personality recognition and perception from social media, in particular from
Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...
,Quercia, Daniele, et al. "The personality of popular Facebook users." Proceedings of the ACM 2012 conference on computer supported cooperative work. ACM, 2012.Schwartz, H. Andrew, et al. "Personality, gender, and age in the language of social media: The open-vocabulary approach." PLOS ONE 8.9 (2013): e73791.
Celli, Fabio, Elia Bruni, and Bruno Lepri. "Automatic personality and interaction style recognition from Facebook profile pictures." Proceedings of the 22nd ACM international conference on Multimedia. ACM, 2014.
Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...
Golbeck, Jennifer, et al. "Predicting personality from twitter." Privacy, Security, Risk and Trust (PASSAT) and 2011 IEEE Third International Conference on Social Computing (SocialCom), 2011 IEEE Third International Conference on. IEEE, 2011. and Instagram.Ferwerda, Bruce, Markus Schedl, and Marko Tkalcic. "Predicting personality traits with instagram pictures." Proceedings of the 3rd Workshop on Emotions and Personality in Personalized Systems 2015. ACM, 2015. In the same years Automatic personality synthesis helped improving the coherence of simulated behavior in virtual agents.Faur, Caroline, et al. "PERSEED: a self-based model of personality for virtual agents inspired by socio-cognitive theories." Affective Computing and Intelligent Interaction (ACII), 2013 Humaine Association Conference on. IEEE, 2013. Scientific works demonstrated the validity of Personality Computing from different digital footprints, in particular from user preferences such as Facebook page likesKosinski, Michal, David Stillwell, and Thore Graepel. "Private traits and attributes are predictable from digital records of human behavior." Proceedings of the National Academy of Sciences (2013): 201218772. and showed that machines can recognize personality better than humansYouyou, Wu, Michal Kosinski, and David Stillwell. "Computer-based personality judgments are more accurate than those made by humans." Proceedings of the National Academy of Sciences 112.4 (2015): 1036-1040.


Applications

Personality computing techniques, in particular personality recognition and perception, have applications in
Social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...
, where they can help reducing the cost of advertising campaigns through psychological targetingMatz, S. C., et al. "Psychological targeting as an effective approach to digital mass persuasion." Proceedings of the National Academy of Sciences (2017): 201710966.Celli, Fabio, Pietro Zani Massani, and Bruno Lepri. "Profilio: Psychometric Profiling to Boost Social Media Advertising." Proceedings of the 2017 ACM on Multimedia Conference. ACM, 2017

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References

{{Reflist Artificial intelligence