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The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests. The proposed model uses dimensionality reduction for preprocessing the Likes data, which are then entered into logistic\/linear regression to predict individual psychodemographic profiles from Likes. The model correctly discriminates between homosexual and heterosexual men in 88% of cases, African Americans and Caucasian Americans in 95% of cases, and between Democrat and Republican in 85% of cases. For the personality trait \u201cOpenness,\u201d prediction accuracy is close to the test\u2013retest accuracy of a standard personality test. We give examples of associations between attributes and Likes and discuss implications for online personalization and privacy.<\/jats:p>","DOI":"10.1073\/pnas.1218772110","type":"journal-article","created":{"date-parts":[[2013,3,11]],"date-time":"2013-03-11T21:09:22Z","timestamp":1363036162000},"page":"5802-5805","update-policy":"https:\/\/doi.org\/10.1073\/pnas.cm10313","source":"Crossref","is-referenced-by-count":1964,"title":["Private traits and attributes are predictable from digital records of human behavior"],"prefix":"10.1073","volume":"110","author":[{"given":"Michal","family":"Kosinski","sequence":"first","affiliation":[{"name":"Free School Lane, The Psychometrics Centre, University of Cambridge, Cambridge CB2 3RQ United Kingdom; and"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"David","family":"Stillwell","sequence":"additional","affiliation":[{"name":"Free School Lane, The Psychometrics Centre, University of Cambridge, Cambridge CB2 3RQ United Kingdom; and"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Thore","family":"Graepel","sequence":"additional","affiliation":[{"name":"Microsoft Research, Cambridge CB1 2FB, United Kingdom"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"341","published-online":{"date-parts":[[2013,3,11]]},"reference":[{"key":"e_1_3_4_1_2","doi-asserted-by":"crossref","first-page":"721","DOI":"10.1126\/science.1167742","article-title":"Computational social science","volume":"323","author":"Lazer D","year":"2009","unstructured":"D Lazer, et al., Computational social science. 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