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​NTU Singapore study suggests link between word choices and extraverts 

Published on: 28-Dec-2020

NTU Singapore psychologists has found a link between extraverts and their word choices, highlighting 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 are 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, but personality prediction tools available are not entirely accurate due to a lack of theoretically sound designs. The study found a small strength of relationship between extraversion and the use of “positive emotion words” and “social process words” - the first time a relationship has been established between extraverts and their tendency to use the two categories of words. “As it is a small correlation, we believe that stronger linguistic indicators are needed to improve machine learning approaches, amid rising interest in such tools in consumer marketing,” Principal Investigator Assoc Prof Lin Qiu from the Psychology programme at the NTU School of Social Sciences said. 

Read the press release here 

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