Personality Traits of States in U.S. Defined
September 23, 2008 by Susan Gunelius
Filed under Marketing
A new study published in the Perspectives on Psychological Science based on 600,000 survey responses reveals the personality traits of each state in the U.S. Primary categories of personality traits according to the Wall Street Journal include:
- Extraversion
- Agreeableness
- Conscientiousness
- Neuroticisim
- Openness
It seems there is a pocket of states in the midwest that are highly extroverted and a pocket of states in the northeast that is highly neurotic. Not only do these results create a brand personality for each of these states (some good and some not so good), but it could also aid brands in broad demographic research.
The question is whether or not these results can truly be leveraged by brands. I’m definitely a proponent of demographic segmentation as well as consumer behavior modeling and behavioral segmentation, but can broad results like these be used effectively by brands?
What do you think?
