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© 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

This study mapped personality based on the newly proposed extraction method from consumers’ textual data and revealed the relevance (attention) and polarity (affection) of words associated with a specific personality trait. Furthermore, we illustrate how unique words are used to predict a consumer’s behavior associated with certain personality traits. In this study, we employed the scales of the Kaggle MBTI Personality dataset to examine the methodology’s effectiveness, extract the personality traits from the textual data into features, and map them into the traits/dimensions of the existing scale. Based on the results obtained in this study, we assert that using the TF-IDF algorithm is a good way to generate a custom dictionary. Furthermore, sentiment scoring with an AI-empowered machine learning algorithm provides useful data to filter and validate more coherent words to understand and, thus, communicate a particular aspect of personality. Finally, we proposed that four situations involving the interaction between attention (frequency) and affection (sentiment) allow us to better understand the consumer and how to use the feature words in terms of the interaction between attention (TF-IDF score) and affection (sentiment score).

Details

Title
Predicting Consumer Personalities from What They Say
Author
Tsao, Hsiu-Yuan 1 ; Ching-Chang, Lin 2 ; Hui-Yi, Lo 1   VIAFID ORCID Logo  ; Lu, Ruei-Shan 3 

 Department of Marketing, National Chung Hsing University, Taichung City 402, Taiwan; [email protected] (H.-Y.T.); 
 Department of Business Administration, Taipei City University of Science and Technology, Taipei City 112, Taiwan 
 Department of Management Information System, Takming University of Science and Technology, Taipei City 114, Taiwan 
First page
6148
Publication year
2023
Publication date
2023
Publisher
MDPI AG
e-ISSN
20763417
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
2819307323
Copyright
© 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.