The branch of psychology that deals with the design, administration, and interpretation of quantitative tests for the measurement of psychological variables such as intelligence, aptitude, and personality traits.
Psychometrics is used to profile individuals within society to build data sets for demographics and then build campaigns of influence to change what those demographics believe in – and vote on.
|Big Five Dimensions||Facet (and correlated trait adjective)|
|Extraversion v Introversion||Gregariousness (sociable)|
|Positive emotions (enthusiastic)|
|Positive emotions (enthusiastic)|
|Agreeableness v Antagonism||Trust (forgiving)|
|Straightforwardness (not demanding)|
|Compliance (not stubborn)|
|Modesty (not show-off)|
|Conscientiousness vs Lack of Direction||Competence (efficient)|
|Dutifulness (not careless)|
|Achievement striving (thorough)|
|Self-discipline (not lazy)|
|Deliberation (not impulsive)|
|Neuroticism vs. Emotional Stability||Anxiety (tense)|
|Angry hostility (irritable)|
|Depression (not contented)|
|Vulnerability (not self-confident)|
|Openness vs Closedness to Experience||Ideas (curious)|
|Actions (wide interests)|
Here are a number of characteristics that may or may not apply to you. For example, do you agree that you are someone who likes to spend time with others? Please write a number next to each statement to indicate the extent to which you agree or disagree with that statement.
I see Myself as Someone Who... ____1. Is talkative ____2. Tends to find fault with others ____3. Does a thorough job ____4. Is depressed, blue ____5. Is original, comes up with new ideas ____6. Is reserved ____7. Is helpful and unselfish with others ____8. Can be somewhat careless ____9. Is relaxed, handles stress well ____10. Is curious about many different things ____11. Is full of energy ____12. Starts quarrels with others ____13. Is a reliable worker ____14. Can be tense ____15. Is ingenious, a deep thinker ____16. Generates a lot of enthusiasm ____17. Has a forgiving nature ____18. Tends to be disorganized ____19. Worries a lot ____20. Has an active imagination ____21. Tends to be quiet ____22. Is generally trusting ____23. Tends to be lazy ____24. Is emotionally stable, not easily upset ____25. Is inventive ____26. Has an assertive personality ____27. Can be cold and aloof ____28. Perseveres until the task is finished ____29. Can be moody ____30. Values artistic, aesthetic experiences ____31. Is sometimes shy, inhibited ____32. Is considerate and kind to almost everyone ____33. Does things efficiently ____34. Remains calm in tense situations ____35. Prefers work that is routine ____36. Is outgoing, sociable ____37. Is sometimes rude to others ____38. Makes plans and follows through with them ____39. Gets nervous easily ____40. Likes to reflect, play with ideas ____41. Has few artistic interests ____42. Likes to cooperate with others ____43. Is easily distracted ____44. Is sophisticated in art, music, or literature
BFI scale scoring (“R” denotes reverse-scored items):
The documents below are real-world documents about the relatively new field of psychometric profiling, big data analysis and individuated microtargeting. It’s the defining public opinion trend of our time. Understanding how psychometrics works is essential, if you want to stand any chance of contributing to the public conversation in a way that sticks, in a way that’s not here today, forgotten tomorrow.
People high in the need for cognition are more likely to form their attitudes by paying close attention to relevant arguments (i.e., via the central route to persuasion), whereas people low in the need for cognition are more likely to rely on peripheral cues, such as how attractive or credible a speaker is. People low in need for cognition are also more likely to rely on stereotypes alone in judging other people than those high in need for cognition.
Psychological research on the need for cognition has been conducted using self-report tests, where research participants answered a series of statements such as “I prefer my life to be filled with puzzles that I must solve” and were scored on how much they felt the statements represented them. The results have suggested that people who are high in the need for cognition scale score slightly higher in verbal intelligence tests but no higher in abstract reasoning tests.
Research has concluded that individuals high in NFC are less likely to attribute higher social desirability to more attractive individuals or to mates. College students high in NFC report higher life satisfaction.
NFC is associated with the amount of thought that goes into making a decision. Both high and low levels of the trait may be associated with particular biases in judgment. People low in need for cognition tend to show more bias when this bias is due to relying on mental shortcuts, that is, heuristic biases. People high in this trait tend to be more affected by biases that are generated by effortful thought.
A bias associated with low need for cognition is the halo effect, a phenomenon in which attractive or likeable people tend to be rated as superior on a variety of other characteristics (e.g., intelligence). People low on NFC are more likely to rely on stereotypes rather than individual features of a person when rating a novel target. People high in NFC still show a halo effect however, albeit a smaller one, perhaps because their thoughts about the target are still biased by the target’s attractiveness.
High need for cognition is associated with a greater susceptibility to the creation of false memories associated with certain learning tasks. In a commonly used research paradigm, participants are asked to memorise a list of related words. Recognition is tested by having them pick out learned words from a set of studied and non-studied items. Certain non-studied items are conceptually related to studied items (e.g., chair if the original list contained table and legs). People high in NFC are more likely to show false memory for these lures, due to their greater elaboration of learned items in memory as they are more likely to think of semantically related (but non-studied) items.