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To Buy or Not to Buy? Understanding the Role of Personality Traits in Predicting Consumer Behaviors

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Social Informatics (SocInfo 2016)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 10047))

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Abstract

In this paper, we explore the role of derived personality traits from Twitter in determining consumer behaviors. We conduct comprehensive analysis on a large industry dataset containing 188,654 individual level purchasing records across over 100 product categories. For each category, we build classifiers to distinguish buyers from non-buyers based on their derived personality traits. We use the models with demographic features as baseline to evaluate the predictive power of personality traits. Our results prove the decisive power of derived personality on a variety of consumer behaviors.

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Notes

  1. 1.

    http://www.ibm.com/smarterplanet/us/en/ibmwatson/developercloud/personality-insights.html.

  2. 2.

    http://www-03.ibm.com/software/products/en/infosphere-big-match-for-hadoop.

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Authors and Affiliations

  1. IBM Almaden Research Center, 650 Harry Road, San Jose, California, 95120, USA

    Zhe Liu, Yi Wang, Jalal Mahmud, Rama Akkiraju, Jerald Schoudt & Anbang Xu

  2. Acxiom Corporation, 601 East 3rd Street, Little Rock, Arkansas, 72201, USA

    Bryan Donovan

Authors
  1. Zhe Liu
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  2. Yi Wang
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  3. Jalal Mahmud
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  4. Rama Akkiraju
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  5. Jerald Schoudt
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  6. Anbang Xu
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  7. Bryan Donovan
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Corresponding author

Correspondence to Zhe Liu .

Editor information

Editors and Affiliations

  1. University of Washington, Seattle, Washington, USA

    Emma Spiro

  2. Indiana University, Bloomington, Indiana, USA

    Yong-Yeol Ahn

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Liu, Z. et al. (2016). To Buy or Not to Buy? Understanding the Role of Personality Traits in Predicting Consumer Behaviors. In: Spiro, E., Ahn, YY. (eds) Social Informatics. SocInfo 2016. Lecture Notes in Computer Science(), vol 10047. Springer, Cham. https://doi.org/10.1007/978-3-319-47874-6_24

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  • DOI: https://doi.org/10.1007/978-3-319-47874-6_24

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-47873-9

  • Online ISBN: 978-3-319-47874-6

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