Blog of Sara Jakša

My Consumption Preferences Based on the Text Analysis

The last part, that the IBM Personality Insights analyses is the consumer preferences. Here I am really glad, that I had to format this, because it made me realize how more accurate it is, than I originally thought based on my first reading through.

Because when I read it through for the first time, I saw all the things that were not true about me. But I kind of ignored the things that were true. Sore of similar to the selective bias. But when I actually had to put the number next to it, I then started to notice all the things that were right.

The best way would be to now to compute some statistics. There were 42 preferences. 23 were judges perfectly, 12 were half wrong and half right and 7 were completely wrong. So 55% were right and 17% were wrong while the rest was something in between. You can judge for yourself, if you consider this accurate or not. Or better yet, check on your own data.

I think this makes a very interesting point for the current dangers of AI discussion. If something like that can change the perception on whenever something is dangerous or not, then it is very important how the discussion if framed. Because this technology can either be harmless, because it is not good enough yet, or we might already need to have a discussion about it. It is something to keep in mind.

So here are my consumption preferences.

Consumption preference Value Reality
Shopping
Likely to prefer quality when buying clothes 1 0.5
Likely to prefer style when buying clothes 1 0
Likely to prefer comfort when buying clothes 1 1
Likely to prefer using credit cards for shopping 1 0
Likely to be influenced by product utility when making product purchases 1 1
Likely to be sensitive to ownership cost when buying automobiles 0.5 1
Likely to prefer safety when buying automobiles 0 1
Likely to be influenced by brand name when making product purchases 0 0
Likely to be influenced by online ads when making product purchases 0 0
Likely to be influenced by social media when making product purchases 0 0
Likely to be influenced by family when making product purchases 0 0.5
Likely to indulge in spur of the moment purchases 0 0
Health and activity
Likely to eat out frequently 0 0
Likely to have a gym membership 0 0
Likely to like outdoor activities 0.5 0.5
Environment
Likely to be concerned about the environment 1 1
Entrepreneurship
Likely to consider starting a business in next few years 1 1
Movies
Likely to like romance movies 0 0
Likely to like adventure movies 1 1
Likely to like horror movies 0 0
Likely to like musical movies 1 0.5
Likely to like historical movies 1 1
Likely to like science-fiction movies 1 1
Likely to like war movies 0 0.5
Likely to like drama movies 0 1
Likely to like action movies 1 0.5
Likely to like documentary movies 1 1
Music
Likely to like rap music 0.5 0
Likely to like country music 0 0
Likely to like R&B music 0.5 0
Likely to like hip hop music 0.5 0
Likely to attend live musical events 1 0
Likely to have experience playing music 1 1
Likely to like Latin music 1 0
Likely to like rock music 1 0.5
Likely to like classical music 1 1
Reading
Likely to read often 1 1
Likely to read entertainment magazines 0 0
Likely to read nonfiction books 1 1
Likely to read financial investment books 0 0.5
Likely to read autobiographical books 0 0.5
Volunteering
Likely to volunteer for social causes 1 0