A study by a team of Nanyang Technological University, Singapore (NTU Singapore) psychologists has found a link between extraverts and their word choices.
The finding highlights the need for stronger linguistic indicators to be developed for use in online personality prediction tools, which are being rapidly adopted by companies to improve digital marketing strategies.
Today, marketing companies use predictive algorithms to help them forecast what consumers want based on their online behaviours. Companies are also keen to leverage data and machine learning to understand the psychological aspects of consumer behaviour, which cannot be observed directly but can provide valuable insights about how to improve targeted advertising.
For example, an ‘extravert consumer’ might be attracted to marketing messages that match their personality, and retail brands could then choose to target such consumers by using more extraverted and creative language to advertise their…