Facebook ‘likes’ hold clues to your personality

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Published: September 9, 2015 2:49:37 PM

Researchers have built a tool that uses Facebook 'likes' to identify key psychological traits of a person, their religious and political views, intelligence and happiness.

Researchers have built a tool that uses Facebook ‘likes’ to identify key psychological traits of a person, their religious and political views, intelligence and happiness.

The University of Cambridge’s Psychometrics Centre developed the tool that uses Facebook ‘likes’ to build up a picture of your personality.

The “Apply Magic Sauce” tool uses Facebook ‘likes’ to estimate gender, intelligence, life satisfaction, sexual preference and political and religious preferences, as well as guessing education and relationship status, ‘The Telegraph’ reported.

It also evaluates a person on the “Big 5” personality traits of openness, conscientiousness, extraversion, agreeableness and neuroticism. These tell whether a person is impulsive or organised, conservative or liberal and so on.

To try out the tool, users can visit the Apply Magic Sauce website. They will be asked to log in via Facebook. The website will not store any of their information once the test is complete.

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