Demographic similarity theory describes individuals who receive information and determine the similarity, either demographic attributes or personal traits, they think they are comparing to others. This theory is based on Social Identity Theory where decision makers tend to group themselves and others or, at least, creating their own social identities of themselves comparative to others and giving positive or negative evaluations to different categories (Dovido & Hebl, 2005; Tajfel, 1982; Tajfel & Turner, 1986). In general, decision makers are consistently rating persons from their own groups higher than people from other groups (Goldberg, 2005). To sustain a positive sense of identity and reduce cognitive disagreement, managers will give positive
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Likewise, Faultline Theory implies similarity causes group settings (Tsui et al, 2002). As a whole, many theories from Social Psychology and Organizational Behavior confirm the significance of similarity on the actions and decisions (Wade & Roth, 2015).
The Big Five Personality Dimensions
The “Big Five” model of personality dimensions is regarded as one of the most examined theories of core traits depicting the human personality and mentality. These five traits are categorized as follows:
• Openness to experience: imaginative, emotion, adventure, curiosity, and inclination for a variety of activities. Persons with high openness are artistic, stylish, and value diverse views, ideas, and experiences that can be extreme and ecstatic like skydiving, living abroad, or gambling. On the other hand, people with low openness are described as realistic and data-driven and sometimes even viewed as rigid and …show more content…
• Extroversion has a positive relationship with perceived usefulness of social media sites and the size of a user’s social network (Acar & Polonsky, 2008; Schrammel, Köffel, & Tscheligi, 2009; Selfhout et al, 2010).
• People with high agreeableness were chosen more often as friends and that people were likely to select friends with comparable agreeableness, extroversion, and openness scores (Selfhout et al, 2010).
• There is a connection between openness and number of friends (Schrammel, Köffel, & Tscheligi, 2009).
The results of Goldbeck, Robles and Turner’s research show that users’ Big Five personality traits can be predicted from Facebook. They utilized two machine learning algorithms, m5sup Rules and Gaussian Processes, to predict each of the five personality traits to within 11% of its actual value. Social media websites, online retailers, and ad servers can be customized to reflect the user’s personality traits and provide information that users will be most responsive to it. Inferring personality traits from Facebook profiles support recommender systems to enhance their accuracy by suggesting music, and possibly other items, that are customized to the user’s personality
Likewise, Faultline Theory implies similarity causes group settings (Tsui et al, 2002). As a whole, many theories from Social Psychology and Organizational Behavior confirm the significance of similarity on the actions and decisions (Wade & Roth, 2015).
The Big Five Personality Dimensions
The “Big Five” model of personality dimensions is regarded as one of the most examined theories of core traits depicting the human personality and mentality. These five traits are categorized as follows:
• Openness to experience: imaginative, emotion, adventure, curiosity, and inclination for a variety of activities. Persons with high openness are artistic, stylish, and value diverse views, ideas, and experiences that can be extreme and ecstatic like skydiving, living abroad, or gambling. On the other hand, people with low openness are described as realistic and data-driven and sometimes even viewed as rigid and …show more content…
• Extroversion has a positive relationship with perceived usefulness of social media sites and the size of a user’s social network (Acar & Polonsky, 2008; Schrammel, Köffel, & Tscheligi, 2009; Selfhout et al, 2010).
• People with high agreeableness were chosen more often as friends and that people were likely to select friends with comparable agreeableness, extroversion, and openness scores (Selfhout et al, 2010).
• There is a connection between openness and number of friends (Schrammel, Köffel, & Tscheligi, 2009).
The results of Goldbeck, Robles and Turner’s research show that users’ Big Five personality traits can be predicted from Facebook. They utilized two machine learning algorithms, m5sup Rules and Gaussian Processes, to predict each of the five personality traits to within 11% of its actual value. Social media websites, online retailers, and ad servers can be customized to reflect the user’s personality traits and provide information that users will be most responsive to it. Inferring personality traits from Facebook profiles support recommender systems to enhance their accuracy by suggesting music, and possibly other items, that are customized to the user’s personality