Personality is a psychological factor that reflects people’s preferences, which in turn influences their decision-making. We hypothesize that accurate modeling of users’ personalities improves recommendation systems’ performance. However, acquiring such personality profiles is both sensitive and expensive. We address this problem by introducing a novel method to automatically extract personality profiles from public product review text. We then design and assess three context-aware recommendation architectures that leverage the profiles to test our hypothesis.
Experiments on our two newly contributed personality datasets — Amazon-beauty and Amazon-music — validate our hypothesis, showing performance boosts of 3–28%. Our analysis uncovers that varying personality types contribute differently to recommendation performance: open and extroverted personalities are most helpful in music recommendation, while a conscientious personality is most helpful in beauty product recommendation.