Using personal traits for brand preference prediction

Chao Yang; Shimei Pan; Jalal Mahmud; Huahai Yang; Padmini Srinivasan

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Using personal traits for brand preference prediction

Chao Yang, Shimei Pan, Jalal Mahmud, Huahai Yang and Padmini Srinivasan

Empirical Methods in Natural Language Processing (Lisbon, Portugal, 09/17/2015 - 09/21/2015)

09/21/2017

Handle: https://hdl.handle.net/ (EMNLP 2015)

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https://aclanthology.org/D15-1009/View

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Abstract

In this paper, we present a comprehensive study of the relationship between an individual’s personal traits and his/her brand preferences. In our analysis, we included a large number of character traits such as personality, personal values and individual needs. These trait features were obtained from both a psychometric survey and automated social media analytics. We also included an extensive set of brand names from diverse product categories. From this analysis, we want to shed some light on (1) whether it is possible to use personal traits to infer an individual’s brand preferences (2) whether the trait features automatically inferred from social media are good proxies for the ground truth character traits in brand preference prediction.

Details

Title: Subtitle: Using personal traits for brand preference prediction
Creators: Chao Yang
Shimei Pan - University of Maryland, Baltimore County
Jalal Mahmud - IBM Research - Almaden
Huahai Yang
Padmini Srinivasan - University of Iowa, Computer Science
Resource Type: Conference poster
Conference: Empirical Methods in Natural Language Processing (Lisbon, Portugal, 09/17/2015 - 09/21/2015)
Number of pages: 86-96
Language: English
Date published: 09/21/2017
Academic Unit: Business Analytics; Computer Science; Nursing
Record Identifier: 9984006764702771

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