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DEFINITION

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.

IN SOCIETY

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 PERSONALITY TRAITS

Big Five Dimensions Facet (and correlated trait adjective)
Extraversion v Introversion Gregariousness (sociable)
Assertiveness (forceful)
Activity (energetic)
Excitement-seeking (adventurous)
Positive emotions (enthusiastic)
Positive emotions (enthusiastic)
Agreeableness v Antagonism Trust (forgiving)
Straightforwardness (not demanding)
Altruism (warm)
Compliance (not stubborn)
Modesty (not show-off)
Tender-mindedness (sympathetic)
Conscientiousness vs Lack of Direction Competence (efficient)
Order (organized)
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)
Self-consciousness (shy)
Impulsiveness (moody)
Vulnerability (not self-confident)
Openness vs Closedness to Experience Ideas (curious)
Fantasy (imaginative)
Aesthetics (artistic)
Actions (wide interests)
Feelings (excitable)
Values (unconventional)

TEST KEY

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.

  1. Disagree strongly
  2. Disagree a little
  3. Neither agree nor disagree
  4. Agree a little
  5. Agree Strongly
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):

  • Extraversion: 1, 6R, 11, 16, 21R, 26, 31R, 36
  • Agreeableness: 2R, 7, 12R, 17, 22, 27R, 32, 37R, 42
  • Conscientiousness: 3, 8R, 13, 18R, 23R, 28, 33, 38, 43R
  • Neuroticism: 4, 9R, 14, 19, 24R, 29, 34R, 39
  • Openness: 5, 10, 15, 20, 25, 30, 35R, 40, 41R, 44

DOCUMENTS

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.

  1. Psychometric Profiling Microtargeting Campaign – Cambridge Analytica & Affiliates
    • IN THIS LEAKED PROPOSAL PAPER, THE PITCH – FROM A CAMBRIDGE ANALYTICA (SCL GROUP) / HAYSTAQDNA ANALOGUE) – IS AN OFFER TO THE “VOTE LEAVE” TAKEN UP BY THE BUSINESS RIGHT-WING. IT IS A CASE STUDY AND A COMPREHENSIVE STRATEGY. IN 2020, THESE TECHNIQUES ARE THE BASIS OF ORTHODOX POLITICAL CAMPAIGNING. THIS IS A THREAT TO CITIZEN FREEDOM AS PSYCHOMETRICS IS SUBORDINATED TO THE NEEDS OF WEALTHY ENTRENCHED POWER, TO FACILITATE THE DEREGULATED PROMISED LAND OF DE FACTO PLUTOCRACY I.E. CORPORATE OLIGARCHY AND CORRUPT POLITICIANS IN PUBLIC-PRIVATE PARTNERSHIP, TO MAXIMIZE PROFIT AT THE EXPENSE OF THE TAX-PAYING POPULATION TRAPPED IN EVER-DECREASING OPPORTUNITY. THE STAKES COULDN’T BE HIGHER.

 

COGNITION SCALE

FEATURES

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.[16]

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.[12]

Research has concluded that individuals high in NFC are less likely to attribute higher social desirability to more attractive individuals or to mates.[17] College students high in NFC report higher life satisfaction.

DECISION MAKING

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.

HALO

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.

FALSE MEMORIES

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.

BIG FIVE PSYCHOMETRICS

  • NFC has been found to relate positively to openness to experience most strongly and to a more moderate extent to conscientiousness, particularly the competence and achievement striving facets, and to relate inversely to an extent to neuroticism.
  • NFC has been related negatively to harm avoidance and positively to persistence and was unrelated to reward dependence or novelty seeking.
  • NFC has only a weak positive relationship with sensation seeking, specifically a weak correlation with the boredom susceptibility subscale but no relationship to the other subscales.
  • NFC has a modest inverse correlation with negative affect. NFC had no significant correlation with a broad measure of overall positive affect, although it was positively correlated with feelings of activity, interest, and alertness.
  • NFC has been positively related to other, theoretically unrelated, personality characteristics such as self-esteem, masculine sex-role attitudes, and absorption.
  • NFC is negatively related to social anxiety (more strongly in females than males).
  • It has been speculated that people who more carefully analyse their world feel a greater sense of mastery, and hence greater self-esteem, although it is also possible that higher self-esteem may lead to greater motivation to engage in thinking.
  • NFC may be related to masculine sex-role due to the stereotype associating masculinity with rationality.
  • Regarding absorption, people high in NFC may find it easier to devote their attentional processes exclusively to intellectual tasks.
  • Regarding social anxiety, it is possible that greater attention to cognitive activity may be associated with reduced attention to social cues associated with negative evaluation.
  • NFC is positively related to stimulation, self-direction, and universalism values, and negatively to security and conformity values.

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