Predicting Personality from Digital Footprints

Personality traits form a key driver behind people's behavior, cognitions, motivations and emotions; and thus assessing others' personality is a basic social skill and a crucial element of successful social interactions. However, based on a sample of over a million participants, I show that personality judgments made by computers and based on generic and pervasive digital footprints (Facebook Likes) are more accurate than those made by participants' friends, family members and even romantic partners. Furthermore, compared with humans, computers achieve higher inter-judge agreement and superior external validity (i.e. are better at predicting life outcomes). In some cases, computer-based personality judgments are even more valid than self-reported personality scores. I conclude by discussing the consequences of computers' outpacing humans in this basic social-cognitive skill.

Speaker: Michal Kosinski, Stanford