1.0Microsoft Researchhttps://www.microsoft.com/en-us/researchYoram Bachrachhttps://www.microsoft.com/en-us/research/people/yobach/rich600338<blockquote class="wp-embedded-content" data-secret="9kysREPdvb"><a href="https://www.microsoft.com/en-us/research/publication/personality-and-website-choice/">Personality and Website Choice</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.microsoft.com/en-us/research/publication/personality-and-website-choice/embed/#?secret=9kysREPdvb" width="600" height="338" title="“Personality and Website Choice” — Microsoft Research" data-secret="9kysREPdvb" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); //# sourceURL=https://www.microsoft.com/en-us/research/wp-includes/js/wp-embed.min.js /* ]]> */ </script> We find that preference for websites, like preference for objects in the offline world, is influenced by personality. We combine personality profiles and website choices of more than 160,000 users and investigate whether different websites attract audience of different personality. Using two independent sources of website choices, we show that website audiences often have distinct […]