personality perceptions on facebook
TRANSCRIPT
Personality perceptions on FacebookMarina Ferrer López
Course: HCDE 516Experimental Research Methods
This is MEAm I a sociable person?
Or may be not?
I am confused now…
Question Do you have a different perception of
people´s personality based on different brand contents of your Facebook wall ?
Are those difference significant enough?
Sample 1 Ind. Variable: Link of user-generated video
about 4 different brands
5 Dep. Variable: Big 5 Personality traits:
100 participants, 25 people for each video
sampling
1
2
3
4
Dependent Variable 21 questions – 5point scale (1strongly
disagree to 5strongly agree)
Hi_Disciplined_Low_Casual Hi_Abstract_Low_Concrete Hi_Neurotic_Low_Unemotional Hi_Cooperative_Low_Competitive Hi_Extraverted_Low_Introverted
Multivariate analysis of variance (MANOVA)
There is a significance effect of the Ind. Variables on all the Dep. Variables as a group
Multivariate Tests(c)
Effect Value F Hypothesis df Error df Sig.
Intercept Pillai's Trace 0.997 5547.110a 5.000 92.000 .000
Wilks' Lambda 0.003 5547.110a 5.000 92.000 .000
Hotelling's Trace 301.473 5547.110a 5.000 92.000 .000
Roy's Largest Root 301.473 5547.110a 5.000 92.000 .000
Video Pillai's Trace 0.338 2.384 15.000 282.000 .003
Wilks' Lambda 0.696 2.381 15.000 254.373 .003
Hotelling's Trace 0.391 2.361 15.000 272.000 .003
Roy's Largest Root 0.201 3.772b 5.000 94.000 .004
Comparison of the means
a Hi_Extraverted_Low_Introverted
b Hi_Cooperative_Low_Competitive
c Hi_Neurotic_Low_Unemotional
d Hi_Abstract_Low_Concrete
e Hi_Disciplined_Low_Casual
12345
Windows ADS androidiphone windows
Average mean on a 5 point scale
Test between subject effectsUnivariate effect of the videos on each of the different DVs
Hi_Disciplined_Low_Casual and versions of Videos are significant different
F (3) = 4.106 p< .01
Hi_Abstract_Low_Concrete and versions of Videos are significant F (3) = 1.984 p< . 121
Hi_Extraverted_Low_Introverted and versions of Videos are significant
F (3) = 1.931 p< .130
Hi_Disciplined_Low_Casual
windows phone
windows ad
iphone
android
2 3 4 5
Hi_Disciplined_Low_Casual
• Android (3.53) and windows phone (3.09) p = .001. (Mean difference of .4400)
• Android (3.53) and Windows ADV (3.2) p = .013 (Mean difference of .3300)
• Android (3.53) and iphone (3.26) p = .041 (Mean difference of .2700)
Average mean on a 5 point scale: 1 = Casual I 5 = Disciplined
windows
iphone
android
windows ad
2 3 4 5
Hi_Abstract_Low_Concrete
• Windows (3.208) and iphone (3.09) p= .028. (Mean difference of -.3440)Hi_Abstract_Low_Concrete
Average mean on a 5 point scale: 1 = Concrete I 5 = Abstract
Hi_Extraverted_Low_Introverted
windows
iphone
android
windows ad
2 3 4 5
Hi_Extraverted_Low_Introverted
• Windows ADV (3.25) and windows (3.62) p= .001. (Mean difference of -.3700)
• Windows ADV (3.25) and iphone (3.58) p = .063
• Windows ADV (3.25) and android (3.58) p = .063
Average mean on a 5 point scale: 1 = Introverted I 5 = Extrovert
Conclusion Yes, there is a different perception of people
´s personality when they see different brands on a user/generated video on the Facebook wall
People who saw GoogleAndroid evaluated that person as more disciplined
People who saw Iphone evaluated that person as more abstract/ open than Windows.
People who saw the video post (windows,
iphone or android) evaluated that person as more extroverted than if you didn’t see it.
Which Facebook content do you think that give more accurate information about your personality?
Right side ads
Games and apps that you play
Events
comments in your wall
Your personal information page
pages/groups that you like
Links or videos that you posted
Pictures
your wall post
1 2 3 4 5
Means
Average mean on a Likert 5 point scale
Which Facebook content will you consider as an advertisement?
Your pictures
Questions
Events
Apps or games
Link to websites
Recommended brands that your friends liked (on
the right side)
1 1.5 2 2.5 3 3.5 4 4.5 5
Means
Average mean on a 5 point scale
Thank YouSee you on [email protected]