Consumption preferences

The Personality Insights service infers an author's personality characteristics for three models: Big Five, Needs, and Values. Based on its results for these models, the service can also produce consumption preferences for the author of the input text.

Grouped into eight high-level categories, the more than 40 consumption preferences indicate the author's likelihood to prefer different products, services, and activities. For instance, the service can identify the author's inclinations when shopping for clothing (comfort versus fashion) and automobiles (cost versus safety); their leanings toward different genres of music, movies, and reading; and their attitudes toward the environment and volunteering, among other things.

Businesses have already been using the service's personality models to better understand their customers and to design and develop more personalized and targeted campaigns, products, and services. Consumption preferences make it even easier to take action based on the service's results. Users can now easily obtain a list of preferences that are associated with an individual's dominant characteristics and respond accordingly. For more information about possible applications of the consumption preferences, see Use cases and The service in action.

The following sections list and describe the consumption preferences that the service can return. For more information about interpreting the numeric preferences, see Scores for consumption preferences. For information about how IBM developed the preferences, see The science behind the service.

Shopping preferences

Shopping preferences indicate the author's interest in different types of purchases, the extent to which the author's purchasing habits are influenced by different external sources, and the author's spending habits. The category ID and name are consumption_preferences_shopping and Purchasing Preferences. The category has 12 preferences.

Table 1. Shopping preferences
Consumption preference ID Name Scores
consumption_preferences_automobile_ownership_cost Likely to be sensitive to ownership cost when buying automobiles 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_automobile_safety Likely to prefer safety when buying automobiles 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_clothes_quality Likely to prefer quality when buying clothes 0.0 (unlikely)
1.0 (likely)
consumption_preferences_clothes_style Likely to prefer style when buying clothes 0.0 (unlikely)
1.0 (likely)
consumption_preferences_clothes_comfort Likely to prefer comfort when buying clothes 0.0 (unlikely)
1.0 (likely)
consumption_preferences_influence_brand_name Likely to be influenced by brand name when making product purchases 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_influence_utility Likely to be influenced by product utility when making product purchases 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_influence_online_ads Likely to be influenced by online ads when making product purchases 0.0 (unlikely)
1.0 (likely)
consumption_preferences_influence_social_media Likely to be influenced by social media when making product purchases 0.0 (unlikely)
1.0 (likely)
consumption_preferences_influence_family_members Likely to be influenced by family when making product purchases 0.0 (unlikely)
1.0 (likely)
consumption_preferences_spur_of_moment Likely to indulge in spur of the moment purchases 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_credit_card_payment Likely to prefer using credit cards for shopping 0.0 (unlikely)
1.0 (likely)

Movie preferences

Movie preferences indicate the author's interest in different types of movies. The category ID and name are consumption_preferences_movie and Movie Preferences. The category has 10 preferences.

Table 2. Movie preferences
Consumption preference ID Name Scores
consumption_preferences_movie_romance Likely to like romance movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_adventure Likely to like adventure movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_horror Likely to like horror movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_musical Likely to like musical movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_historical Likely to like historical movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_science_fiction Likely to like science-fiction movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_war Likely to like war movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_drama Likely to like drama movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_action Likely to like action movies 0.0 (unlikely)
1.0 (likely)
consumption_preferences_movie_documentary Likely to like documentary movies 0.0 (unlikely)
1.0 (likely)

Music preferences

Music preferences indicate the author's interest in different types of music and whether the author enjoys playing music. The category ID and name are consumption_preferences_music and Music Preferences. The category has nine preferences.

Table 3. Music preferences
Consumption preference ID Name Scores
consumption_preferences_music_rap Likely to like rap music 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_music_country Likely to like country music 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_music_r_b Likely to like R&B music 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_music_hip_hop Likely to like hip hop music 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_music_live_event Likely to attend live musical events 0.0 (unlikely)
1.0 (likely)
consumption_preferences_music_playing Likely to have experience playing music 0.0 (unlikely)
1.0 (likely)
consumption_preferences_music_latin Likely to like Latin music 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_music_rock Likely to like rock music 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_music_classical Likely to like classical music 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)

Reading and learning preferences

Reading and learning preferences indicate the author's likelihood to read, the author's motivation for reading, and the types of content the author enjoys reading. The category ID and name are consumption_preferences_reading and Reading Preferences. The category has five preferences.

Table 4. Reading and learning preferences
Consumption preference ID Name Scores
consumption_preferences_read_frequency Likely to read often 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_books_entertainment_magazines Likely to read entertainment magazines 0.0 (unlikely)
1.0 (likely)
consumption_preferences_books_non_fiction Likely to read non-fiction books 0.0 (unlikely)
1.0 (likely)
consumption_preferences_books_financial_investing Likely to read financial investment books 0.0 (unlikely)
1.0 (likely)
consumption_preferences_books_autobiographies Likely to read autobiographical books 0.0 (unlikely)
1.0 (likely)

Health and activity preferences

Health and activity preferences indicate the author's interest in healthy foods and physical activity. The category ID and name are consumption_preferences_health_and_activity and Health & Activity Preferences. The category has three preferences.

Table 5. Health and activity preferences
Consumption preference ID Name Scores
consumption_preferences_eat_out Likely to eat out frequently 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)
consumption_preferences_gym_membership Likely to have a gym membership 0.0 (unlikely)
1.0 (likely)
consumption_preferences_outdoor Likely to like outdoor activities 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)

Entrepreneurship preferences

Entrepreneurship preferences indicate the author's interest in starting a business. The category ID and name are consumption_preferences_entrepreneurship and Entrepreneurship Preferences. The category has one preference.

Table 6. Entreprenuership preferences
Consumption preference ID Name Scores
consumption_preferences_start_business Likely to consider starting a business in next few years 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)

Environmental concern preferences

Environmental concern preferences indicate the author's interest in the environment. The category ID and name are consumption_preferences_environmental_concern and Environmental Concern Preferences. The category has one preference.

Table 7. Environmental concern preferences
Consumption preference ID Name Scores
consumption_preferences_concerned_environment Likely to be concerned about the environment 0.0 (unlikely)
0.5 (neutral)
1.0 (likely)

Volunteering preferences

Volunteering preferences indicate the author's interest in volunteering for social causes. The category ID and name are consumption_preferences_volunteering and Volunteering Preferences. The category has one preference.

Table 8. Volunteering preferences
Consumption preference ID Name Scores
consumption_preferences_volunteer Likely to volunteer for social causes 0.0 (unlikely)
1.0 (likely)