1. Personality
perceptions on
Facebook
Marina Ferrer López
Course: HCDE 516
Experimental Research
Methods

2. This is ME
Am I a sociable person?

3. Or may be not?

4. I am confused now…

5. 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

6.  sampling

7. 1
2
3
4

8. Dependent Variable
 21questions – 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

9. 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

10. Comparison of the means
Windows ADS android iphone windows
e Hi_Disciplined_Low_Casual
d Hi_Abstract_Low_Concrete
c Hi_Neurotic_Low_Unemotional
b Hi_Cooperative_Low_Competitive
a Hi_Extraverted_Low_Introverted
5 4 3 2 1
Average mean on a 5 point scale

11. Test between subject effects
Univariate 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

12. • Android (3.53) and windows
Hi_Disciplined_Low_Casual phone (3.09) p = .001. (Mean
difference of .4400)
• Android (3.53) and Windows
ADV (3.2) p = .013 (Mean
difference of .3300)
android • Android (3.53) and iphone
(3.26) p = .041 (Mean
difference of .2700)
iphone
windows phone
windows ad
windows ad iphone
android
windows phone
2 3 4 5
Average mean on a 5 point scale: 1 = Casual I 5 = Disciplined

13. • Windows (3.208) and iphone
(3.09) p= .028. (Mean
Hi_Abstract_Low_Concrete difference of -.3440)
windows ad
android windows
iphone
iphone android
windows ad
windows
2 3 4 5
Average mean on a 5 point scale: 1 = Concrete I 5 = Abstract

14. • Windows ADV (3.25) and
windows (3.62) p= .001. (Mean
difference of -.3700)
• Windows ADV (3.25) and
Hi_Extraverted_Low_Introverted iphone (3.58) p = .063
• Windows ADV (3.25) and
android (3.58) p = .063
windows ad
android windows
iphone
iphone android
windows ad
windows
2 3 4 5
Average mean on a 5 point scale: 1 = Introverted I 5 = Extrovert

15. 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.

16. Which Facebook content do you think that give more
accurate information about your personality?
your wall post
Pictures
Links or videos that you posted
pages/groups that you like
Your personal information page
comments in your wall
Events
Means
Games and apps that you play
Right side ads
1 2 3 4 5
Average mean on a Likert 5 point scale

17. Which Facebook content will you
consider as an advertisement?
Sponsored ads. on the right side
Recommended brands that your friends liked…
Videos about a brand/product
Link to websites
User-generated videos about a brand/product
Apps or games
pages/groups you like
Means
Events
brand mentions in your comments or in your …
Questions
personal information
Your pictures
1 2 3 4 5
Average mean on a 5 point scale

18. Thank You
See you on Facebook
@marinaferrerlo
www.marinaferrerlo.com