Kieth Collins

Perhaps at some point in the past few years you’ve told Facebook that you like, say, Kim Kardashian West. When you hit the thumbs-up button on her page, you probably did it because you wanted to see the reality TV star’s posts in your news feed. Maybe you realized that marketers could target advertisements to you based on your interest in her. What you probably missed is that researchers had figured out how to tie your interest in Kardashian to certain personality traits, such as how extroverted you are (very), how conscientious (more than most) and how open-minded (only somewhat).