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BizReport : Social Marketing : January 14, 2015

Computers better judge of personality than friends and family

Your Facebook activities can give away a lot more about your personality than you might think. New research reveals it takes very little for a computer to suss out your traits and get to know you better than your own family.

by Helen Leggatt

By analyzing just 300 Likes by a Facebook user, a computer program could become a better judge of personality than your closest friends and family, according to new research carried out at Cambridge University's Pychometrics Center and Stanford University.

The study, which used a sample of 86,220 volunteer Facebook users who completed a 100-item personality questionnaire using an app called 'myPersonality', and who gave researchers access to their Facebook 'Likes', found that a computer can predict a user's personality.

In fact, the findings indicate that, based on just 10 Likes, the specially coded algorithm could predict a user's personality better than a co-worker. Using just 70 Likes the computer could predict better than a room-mate or friend, after 150 Likes better than a parent or sibling and after 300 Likes personality traits could be predicted better than a spouse. According to the study, the average Facebook user has Liked 227 Pages.

"In the future, computers could be able to infer our psychological traits and react accordingly, leading to the emergence of emotionally intelligent and socially skilled machines," said lead author Wu Youyou, a researcher at Cambridge University's Psychometrics Center.

Furthermore, the technology could potentially influence who we employ, elect, or even marry, said the researchers.

Image via Shutterstock

Tags: artificial intelligence, research, social media, trends

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