Analyzing just Facebook likes gives a better understanding of our personalities that the judgment of our family and friends. Wu Youyou cs. write: “we show that computers’ judgments of people’s personalities based on their digital footprints are more accurate and valid than judgments made by their close others or acquaintances (friends, family, spouse, colleagues, etc.). Our findings highlight that people’s personalities can be predicted automatically and without involving human social-cognitive skills.”
From the paper abstract: “We show that (i) computer predictions based on a generic digital footprint (Facebook Likes) are more accurate (r = 0.56) than those made by the participants’ Facebook friends using a personality questionnaire (r = 0.49); (ii) computer models show higher interjudge agreement; and (iii) computer personality judgments have higher external validity when predicting life outcomes such as substance use, political attitudes, and physical health; for some outcomes, they even outperform the self-rated personality scores.”

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