How can you assess someone’s personality? Scholars have debated this question for what seems like an eternity.
Most personality tests measure individuals by using the “Big Five” Factor Markers or Five-Factors Model (FFM), which include extraversion, agreeableness, conscientiousness, emotional stability, and openness. These traits represent the five dimensions of individual characteristics that often appear together in people. Still, even though the Big Five is the commonly used model of personality in academic psychology, there is one big flaw recently noted by experts. In essence, its validity outside of western, educated, industrialized, rich, and democratic (WEIRD) populations is unclear (Laajaj, R. et al., 2019).
In this article, we examine the Five-Factors Model and the latest research showing how the test is not relevant across cultures. Based on these limitations, we also address the need for an unbiased assessment tool that accurately measures a person’s aptitude based on several factors, including cognitive orientation.
What is the Five-Factors Model (FFM)?
The original FFM was developed by Ernest Tupes and Raymond Christal in 1961, but it was not fully realized until 1990 by Lewis Goldberg. These researchers studied relationships between a large number of verbal descriptors related to personality traits. They reduced the list and then used analysis to group the remaining traits to find the underlying factors of personality (Wikipedia). The FFM has a unique set of characteristics, including:
- Openness – characterized by originality, curiosity, and inventiveness.
- Conscientiousness – described as being orderly, responsible, and dependable.
- Extraversion – rendered as outgoing, assertiveness, and energetic.
- Agreeableness – characterized by compassion, compliance, and trust.
- Neuroticism – described as being anxious or the opposite of emotional stability.
These five traits are measured separately (low to high), and the person’s score could be at the top, bottom, or somewhere in between. (Fayard, J.V., 2019).
Is The Big Five Biased?
According to a recent study that analyzed 29 face-to-face surveys from 94,751 respondents in 23 low and middle-income countries, the answer is yes. Researchers found the FFM design is not relevant across cultures, “While use of the Big Five personality measures is increasingly common across social sciences, their validity outside of western, educated, industrialized, rich, and democratic (WEIRD) populations is unclear (Laajaj, R. et al., 2019).
The issues lie mostly in translation and cultural differences. For example, questions aimed at assessing conscientiousness, people would answer “strongly agree” to statements on the opposite end of the behavioral spectrum, such as being both very organized and being negligent. Contradictory answers like these were seen throughout the data, suggesting that the tests aren’t reliable outside of WEIRD countries (Schmidt, M. 2019).”
The study’s lead author Rachid Laajaj revealed that many of the problems are found in literacy and education limitations. Most personality tests used in WEIRD countries are self-administered and created for people who can read and write. Due to the lower literacy rates in developing countries, tests may be given verbally, and this introduces translation differences that can affect results. Other issues included,
- Face-to-face questioning allows bias into the process – meaning subjects may try to interpret social cues for the right answer or give answers they think would be viewed more favorably by others.
- The notion of personality tests, or personality itself, may not be an understood concept in other countries. People who aren’t familiar with the idea of this kind of testing may be wary of opening up about personal details.
- The tendency to agree with a statement even if it’s not true is also more common in developing countries.
Laajaj also states, “Imagine that you live in a poor area, and someone comes to you and asks a bunch of questions, such as how hardworking you are or whether you are polite. If it is not common for you to fill out surveys, or what will be done with it, you may care more about giving a good impression than being truthful, (Schmidt, M. 2019).”
Need for Unbiased, Accurate Personality Assessments
An unbiased assessment tool needs to be created so that personality tests do not give any group of test-takers a statistical advantage. Taking measures to reduce test bias and designing new methods to capture the personality traits of people in developing countries would help validate the Five-Factors Model. Traditional aptitude assessment tests also view personality traits as innate and static and do not take into account an individual’s cognitive orientation – or the view of the world around them. This issue is highly problematic, especially for those in developing nations. If a person is grouped into a category and is only allowed to view his or herself in a few dimensions rather than seeking deeper insights – how will they understand how their environment, culture, and perceptions affect them and their behavior?
Research tells us that a person’s traits and behaviors change over time based on environmental factors and cognitive orientation. With this knowledge, the need for an unbiased diagnostic tool that accurately assesses an individual’s aptitude is necessary. Providing a holistic view of a person’s cognitive process in relation to their individual traits, culture, perceptions, and behavior, not only generates a more accurate analysis, it unlocks the potential for more significant personal and professional development.
References:
Fayard, J.V. (2019, October 15). How to (accurately) measure your personality. Psychology Today. Retrieved from https://www.psychologytoday.com/us/blog/people-are-strange/201910/how-accurately-measure-your-personality.
Laajaj, R. et al. (2019). Challenges to capture the big five personality traits in non-WEIRD populations. Science Advances. Vol. 5: 7.
Schmidt, M. (2019, July 10). Tests for the ‘Big Five’ personality traits don’t hold up in much of the world. Discover Magazine. Retrieved from https://www.discovermagazine.com/mind/tests-for-the-big-five-personality-traits-dont-hold-up-in-much-of-the-world.