Recognizing Personality Traits Using Consumer Behavior Patterns in a Virtual Retail Store

Prediction of Attention Groups and Big Five Personality Traits from Gaze Features Collected from an Outlier Search Game

This study explores the intersection of personality, attention and task performance in traditional 2D and immersive virtual reality (VR) environments. A visual search task was developed that required participants to find anomalous images embedded in normal background images in 3D space. Experiments were conducted with 30 subjects who performed the task in 2D and VR environments while their eye movements were tracked. Following an exploratory correlation analysis, we applied machine learning techniques to investigate the predictive power of gaze features on human data derived from different data collection methods. Our proposed methodology consists of a pipeline of steps for extracting fixation and saccade features from raw gaze data and training machine learning models to classify the Big Five personality traits and attention-related processing speed/accuracy levels computed from the Group Bourdon test. The models achieved above-chance predictive performance in both 2D and VR settings despite visually complex 3D stimuli. We also explored further relationships between task performance, personality traits and attention characteristics.

Feasibility of virtual reality and machine learning to assess personality traits in an organizational environment

Introduction

Personality plays a crucial role in shaping an individual's interactions with the world. The Big Five personality traits are widely used frameworks that help describe people's psychological behaviours. These traits predict how individuals behave within an organizational setting.

Methods

In this article, we introduce a virtual reality (VR) strategy for relatively scoring an individual's personality to evaluate the feasibility of predicting personality traits from implicit measures captured from users interacting in VR simulations of different organizational situations. Specifically, eye-tracking and decision-making patterns were used to classify individuals according to their level in each of the Big Five dimensions using statistical machine learning (ML) methods. The virtual environment was designed using an evidence-centered design approach.

Results

The dimensions were assessed using NEO-FFI inventory. A random forest ML model provided 83% accuracy in predicting agreeableness. A k-nearest neighbour ML model provided 75%, 75%, and 77% accuracy in predicting openness, neuroticism, and conscientiousness, respectively. A support vector machine model provided 85% accuracy for predicting extraversion. These analyses indicated that the dimensions could be differentiated by eye-gaze patterns and behaviours during immersive VR.

Discussion

Eye-tracking measures contributed more significantly to this differentiation than the behavioural metrics. Currently, we have obtained promising results with our group of participants, but to ensure the robustness and generalizability of our findings, it is imperative to replicate the study with a considerably larger sample. This study demonstrates the potential of VR and ML to recognize personality traits.