Sarah Pokorná.pptx

Source PPTX: PPT/2025 Shenzhen SEO Conference Speaker Slides/Sarah-Pokorná.pptx

===== Slide 1 =====
Dark Psychology: Psychographic Microtargeting for SEO
\
Sarah Pokorna
SEO Manager @
WHITEPRESS®

===== Slide 2 =====
What are psychographics?
Segmentation based on shared psychological characteristics, such as personality traits, values, attitudes, interests, and lifestyles.

===== Slide 3 =====
This shite works!

50% Increase in Conversions
- Leading Beauty Store
31% in App Downloads
- Puzzle App
30% Increase in Clicks & 15% increase in Installs
- Bubble Shooter Game
50% Cost Reduction

===== Slide 4 =====
What is Personality?

===== Slide 5 =====
Individual Differences

===== Slide 6 =====
Different Approaches to S
tudying
Personality

===== Slide 7 =====
Types of Personality Theories
Trait
Psychodynamic
Behaviouristic
Social Learning
Humanistic

===== Slide 8 =====
Trait Theory

Overview

===== Slide 9 =====
What is Personality Testing?

===== Slide 10 =====
“
The use of structured assessments to measure and evaluate various aspects
of a person’s character, traits, and behavioral tendencies.”

===== Slide 11 =====
Limitations
Debate about personality traits changing over time

Can be discriminatory

===== Slide 12 =====
Sarah Pokorna
BA Psychology - Dublin City
University
MA Digital Marketing - DMI Dun Laoghaire
Digital marketing agency founder
Northern Ireland’s Young Business Personality
University lecturer
我小时候住在中国，会说中文？有时候吧，但得喝了才行。

===== Slide 13 =====
For Western Audiences

===== Slide 14 =====
What is the Five Factor Model?

===== Slide 15 =====
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===== Slide 17 =====
For Eastern Audiences

===== Slide 18 =====
The HEXACO Model

===== Slide 19 =====
For Eastern Audiences

===== Slide 20 =====
Big 5 didn’t capture personality aspects in non-western countries, especially East Asia

===== Slide 21 =====
Cultural Bias
Individualism vs Collectivism
Different Salience of Traits
Translation & Measurement Issues

===== Slide 22 =====
What has this got to do with marketing?!

===== Slide 23 =====
Trust Me, I’m a Psychologist

===== Slide 24 =====
Psychographic Microtargeting
“
A marketing & political strategy using
psychological
,
behavioral
, and
demographic
data to segment individuals.”

===== Slide 25 =====
Data Collection
Social media activity
(likes, shares, comments)
Online
browsing and purchase history
Surveys and
personality quizzes
Voter records and
demographic data
Mobile app usage
and location tracking

===== Slide 26 =====
2. Psychographic Profiling
Personality traits
(e.g., openness, conscientiousness)
Values and beliefs
Interests
and
lifestyle choices
Political or
consumer preferences

===== Slide 27 =====
3. Segmentation
Emotion-driven
vs.
logic-driven
decision-makers
Risk-takers
vs.
risk-averse
individuals
Politically undecided
voters vs.
strong supporters

===== Slide 28 =====
4. Personalized Messaging
Fear-based messaging
for risk-averse individuals
Aspirational content
for ambitious personalities
Value-based appeals
for individuals with strong ideological beliefs

===== Slide 29 =====
5. Delivery & Optimization
Email campaigns
Social media ads
ONLINE CONTENT!!

===== Slide 30 =====
Sound Familiar?!

===== Slide 31 =====
How do We Do This?!

===== Slide 32 =====
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===== Slide 33 =====
Collecting Public Data
Social Media Scraping
Web Scraping
Ad Tracking

===== Slide 34 =====
It’s Story Time!

===== Slide 35 =====
Apps & Surveys
Personality quizzes and polls
that collect user preferences.
Apps requesting permissions

to access user profiles,
contacts, and activity.

===== Slide 36 =====
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===== Slide 37 =====
Purchasing Data
Buying datasets
from data brokers
Using loyalty programs
and purchase histories from retailers
.

===== Slide 38 =====
Tracking
Analyzing browsing history
and search queries.
Monitoring click patterns
and time spent on web page

===== Slide 39 =====
AI & Machine Learning
Identifying psychological traits
based on text analysis
Predicting preferences
using behavioral tracking algorithms
.

===== Slide 40 =====
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Disclaimer:

CHECK LAWS ON DATA PRIVACY!!!!

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===== Slide 43 =====
Creating your own: IPIP-NEO-120
(Johnson, 2014)

===== Slide 44 =====
[no extractable text found on this slide]

===== Slide 45 =====
The Cosmic Laboratory of Baby Training

===== Slide 46 =====
Using LLMs
to analyze scraped
data

===== Slide 47 =====
Data Collection
Social media posts
Product reviews
Email/chat messages
Surveys and open-ended responses
Transcripts

===== Slide 48 =====
Text Analysis & Feature Extraction
Sentiment Analysis
→ Identifies emotions
Lexical Analysis
→ Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic)
→ Groups similar topics to find interests
Semantic Analysis
→ Understands context and meaning
Linguistic Cues
for Personality

===== Slide 49 =====
Mapping to Psychological Traits

===== Slide 50 =====
Openness
(Curious, Creative, Open to New Ideas)
Linguistic Indicators:
Use of
imaginative, abstract, and intellectual
words
Preference for
unconventional or artistic expressions
Frequent use of words related to
fantasy, creativity, and innovation

===== Slide 51 =====
Openness
(Curious, Creative, Open to New Ideas)
Linguistic Indicators:
Use of
imaginative, abstract, and intellectual
words
Preference for
unconventional or artistic expressions
Frequent use of words related to
fantasy, creativity, and innovation

===== Slide 52 =====
Openness
(Curious, Creative, Open to New Ideas)
Example Phrases:
“I love exploring new ideas and perspectives.”
“The universe is a vast, mysterious place.”
“This abstract painting speaks to my soul.”
“Have you ever thought about the philosophical implications of AI?”

===== Slide 53 =====
Openness
(Curious, Creative, Open to New Ideas)
Targeting Advice
Ideal for art, innovation, travel, philosophy, and futuristic products

===== Slide 54 =====
Conscientiousness

(Organized, Goal-Oriented, Detail-Focused)
Linguistic Indicators:
Use of
structured, precise, and achievement-focused
words
Preference for
lists, numbers, and scheduled plans
Words related to self-discipline, success, and productivity

===== Slide 55 =====
Conscientiousness

(Organized, Goal-Oriented, Detail-Focused)
Example phrases:
“I have a detailed plan for the next five years.”
“My goal is to improve my efficiency by 20% this quarter.”
“Waking up early helps me stay productive and focused.”
“I need to organize my schedule for maximum productivity.”

===== Slide 56 =====
Myers-Briggs

Personality Testing
Not all personality tests are created equal!
Billion dollar commercialized industry
Not scientifically valid

===== Slide 57 =====
Conscientiousness

(Organized, Goal-Oriented, Detail-Focused)
Targeting Insights:
Ideal for time management tools, finance, career growth, self-improvement courses.

===== Slide 58 =====
Extraversion

(Social, Energetic, Outgoing, Seeks Excitement)
Linguistic Indicators:
Frequent use of
social, positive, and high-energy words
Exclamation marks
(“!!”),
emojis
(😃🔥🎉), and
informal language
Mentions of
parties, networking, events
, and social experiences

===== Slide 59 =====
Extraversion

(Social, Energetic, Outgoing, Seeks Excitement)
Example Phrases:
“Let’s hit the club tonight! Can’t wait to have fun!!”
“This event was absolutely amazing!!”
“I love being around people and making new connections.”
“Had the best time at the concert!! Who’s coming next time?”

===== Slide 60 =====
Extraversion

(Social, Energetic, Outgoing, Seeks Excitement)
Targeting Insights:
Ideal for events, nightlife, social apps, fashion, adventure sports

===== Slide 61 =====
Agreeableness

(Compassionate, Cooperative, Values Relationships)
Linguistic Indicators:
Use of
warm, friendly, and empathetic
language
Frequent use of words related to
family, kindness, and relationships
Positive tone, cooperative and inclusive
language

===== Slide 62 =====
Agreeableness

(Compassionate, Cooperative, Values Relationships)
Example phrases:
“I truly believe in helping others whenever I can.”
“Family and friends mean everything to me.”
“We need more kindness and understanding in the world.”
“Let’s work together and make this happen!”

===== Slide 63 =====
Agreeableness

(Compassionate, Cooperative, Values Relationships)
Targeting insights:
Ideal for charities, ethical brands, family-friendly products, community-driven campaigns.

===== Slide 64 =====
Neuroticism

(Emotionally Sensitive, Anxious, Worry-Prone)
Linguistic Indicators:
High usage of
negative, self-focused, and anxiety
-related words
Frequent
self-references
(“I,” “me,” “myself”)
Mentions of
stress, fear, sadness
, or overthinking

===== Slide 65 =====
Neuroticism

(Emotionally Sensitive, Anxious, Worry-Prone)
Example Phrases:
“I’m so stressed out about this situation.”
“I always feel like something could go wrong.”
“Why does everything have to be so complicated?”
“I’m just not sure if I can handle this.”

===== Slide 66 =====
Neuroticism

(Emotionally Sensitive, Anxious, Worry-Prone)
Targeting Insights:
Ideal for mental health apps, insurance, self-help content, relaxation products.

===== Slide 67 =====
Scientifically Valid Models
Five Factor Model (FFM)
NEO
Six Factor Model

===== Slide 68 =====
Creating Content

===== Slide 69 =====
Openness
Thought-provoking, abstract, or futuristic ideas
Artistic, philosophical, or adventurous content
Innovative and experimental products
Emotional storytelling and deep, reflective messaging

===== Slide 70 =====
Structured, informative, and logical content
Productivity hacks, career success stories
Step-by-step guides, checklists, and statistics
Trustworthy, professional tone
Conscientiousness

===== Slide 71 =====
Extraversion
Engaging, high-energy, and visually dynamic content
Social proof (testimonials, influencer endorsements)
Interactive content (polls, challenges, live events)
Bold calls to action and FOMO-driven messaging

===== Slide 72 =====
Agreeableness
Emotionally driven, heartwarming storytelling
Content that emphasizes community, kindness, and ethics
Social responsibility and charity-driven campaigns
Soft, reassuring language with an emphasis on trust

===== Slide 73 =====
Neuroticism
Security-focused, fear-based, and problem-solving content
Content that offers protection, relief, or reassurance
Urgency-driven messaging (scarcity, safety concerns)
Testimonials that highlight overcoming fears

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===== Slide 75 =====
Curly Fries - High EQ

===== Slide 76 =====
Sephora - Low IQ

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Sephora - Low IQ

===== Slide 78 =====
Demographics are…

===== Slide 79 =====
Confused after waking up from a nap - heterosexuality

===== Slide 80 =====
Book of Mormon - High Agreeableness

===== Slide 81 =====
Hello Kitty - High Openness

===== Slide 82 =====
Nicki Minaj
- High Extraversion

===== Slide 83 =====
This shite works!
50% Increase in Conversions - Leading Beauty Store
31% in App Downloads - Puzzle App
30% Increase in Clicks & 15% increase in Installs - Bubble Shooter Game
50% Cost Reduction

===== Slide 84 =====
Sarah Pokorna

SEO Manager@WhitePress®
[email protected]
Thank you
whitepress.
com
linkedin.com/in/sarah-pokorna

===== Slide 85 =====
Demographics are…

===== Speaker Notes =====

--- Notes Slide 1 ---
[no notes text found]

--- Notes Slide 2 ---
The behaviors of a person in different situations and interaction processes, depending on emotions, motivations, and experiences and demonstrating continuity.

--- Notes Slide 3 ---
The behaviors of a person in different situations and interaction processes, depending on emotions, motivations, and experiences and demonstrating continuity.

--- Notes Slide 4 ---
The behaviors of a person in different situations and interaction processes, depending on emotions, motivations, and experiences and demonstrating continuity.

--- Notes Slide 5 ---
Traits or other characteristics by which individuals may be distinguished from one another.

--- Notes Slide 6 ---
[no notes text found]

--- Notes Slide 7 ---
Trait Theories: Identify personality traits and their impact on behavior (Costa & McCrae, Eysenck).
Psychodynamic Theories: Emphasize internal conflicts and the unconscious mind (Freud).
Behavioristic Theories: Focus on how the environment, conditioning, and learning shape behavior (Watson, Skinner).
Social Learning Theories: Explain personality through socialization, expectations, and thought processes (Bandura, Shoda, Mischel).
Humanistic Theories: Highlight personal growth, individual experiences, and self-perception (Kelly, Rogers).

--- Notes Slide 8 ---
Important traits must be recognized in humans.
Individuals should vary in these traits.
Traits must be measurable.
Traits should remain stable over time.
Traits must influence real behavior.

--- Notes Slide 9 ---
Important traits must be recognized in humans.
Individuals should vary in these traits.
Traits must be measurable.
Traits should remain stable over time.
Traits must influence real behavior.

--- Notes Slide 10 ---
What it is:
Free-flowing, open-ended thinking that explores
many possible solutions or ideas.
Goal:
Quantity and variety over accuracy or practicality.
Traits:
Imaginative, spontaneous, nonlinear.
Example:
Brainstorming 50 potential slogans for a product, no matter how wild.

--- Notes Slide 11 ---
Trait Theories: Identify personality traits and their impact on behavior (Costa & McCrae, Eysenck).
Psychodynamic Theories: Emphasize internal conflicts and the unconscious mind (Freud).
Behavioristic Theories: Focus on how the environment, conditioning, and learning shape behavior (Watson, Skinner).
Social Learning Theories: Explain personality through socialization, expectations, and thought processes (Bandura, Shoda, Mischel).
Humanistic Theories: Highlight personal growth, individual experiences, and self-perception (Kelly, Rogers).

--- Notes Slide 12 ---
[no notes text found]

--- Notes Slide 13 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 14 ---
The five-factor model of personality (FFM) is a set of five personality trait dimensions, often referred to as the Big Five:
Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness to Experience

--- Notes Slide 15 ---
[no notes text found]

--- Notes Slide 16 ---
[no notes text found]

--- Notes Slide 17 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 18 ---
The five-factor model of personality (FFM) is a set of five personality trait dimensions, often referred to as the Big Five:
Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness to Experience

--- Notes Slide 19 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 20 ---
Trait Theories: Identify personality traits and their impact on behavior (Costa & McCrae, Eysenck).
Psychodynamic Theories: Emphasize internal conflicts and the unconscious mind (Freud).
Behavioristic Theories: Focus on how the environment, conditioning, and learning shape behavior (Watson, Skinner).
Social Learning Theories: Explain personality through socialization, expectations, and thought processes (Bandura, Shoda, Mischel).
Humanistic Theories: Highlight personal growth, individual experiences, and self-perception (Kelly, Rogers).

--- Notes Slide 21 ---
1. Cultural Bias in Trait Development
The Big Five were derived from
lexical studies
—analyzing personality-describing words in English and other European languages.
Languages reflect
culture-specific conceptions of personality
, so traits salient in Western cultures may not map onto East Asian concepts of self or behavior.
For example,
social harmony and relational context
are more central in many East Asian cultures, but these nuances don’t fit neatly into the Big Five.
2. Individualism vs. Collectivism
Western cultures tend to emphasize
individual traits and self-expression
. The Big Five assumes personality is primarily about the
individual
, relatively independent of social roles.
East Asian cultures are often more
collectivist
, defining the self in relation to others. Traits like
interpersonal sensitivity, humility, and harmony
may be critical, but they don’t align cleanly with Big Five categories.
3. Different Salience of Traits
Some traits may
manifest differently
or be less central. For example:
Extraversion in the West often emphasizes assertiveness and gregariousness. In East Asia,
quiet diligence and indirect communication
may be more socially adaptive.
Neuroticism may manifest as
self-criticism or concern for social approval
, rather than just anxiety.
4. Translation and Measurement Issues
Even when the Big Five are
translated
, linguistic and conceptual mismatches occur. Words for “openness” or “agreeableness” may not carry the same connotations.
Self-report questionnaires may
conflict with local norms of modesty or social desirability
, producing unreliable or skewed results.
5. Emergence of Indigenous Models
Researchers in East Asia have proposed alternative trait structures:
China
: The “Big Six” or the
Cultural Factors of Personality
include traits like Interpersonal Relatedness, reflecting relationships and harmony.
Japan/Korea
: Traits like
honor, shame, and social obligation
are culturally salient but absent from the Big Five.

--- Notes Slide 22 ---
The five-factor model of personality (FFM) is a set of five personality trait dimensions, often referred to as the Big Five:
Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness to Experience

--- Notes Slide 23 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 24 ---
Analyzes personality traits, values, interests, and lifestyles for highly personalized messaging.
Aims to influence attitudes and decision-making through tailored ads & campaigns.

--- Notes Slide 25 ---
In creativity—especially in copywriting or problem-solving—
you need both
:
Divergent
to explore what’s possible.
Convergent
to decide what’s effective.

--- Notes Slide 26 ---
In creativity—especially in copywriting or problem-solving—
you need both
:
Divergent
to explore what’s possible.
Convergent
to decide what’s effective.

--- Notes Slide 27 ---
In creativity—especially in copywriting or problem-solving—
you need both
:
Divergent
to explore what’s possible.
Convergent
to decide what’s effective.

--- Notes Slide 28 ---
In creativity—especially in copywriting or problem-solving—
you need both
:
Divergent
to explore what’s possible.
Convergent
to decide what’s effective.

--- Notes Slide 29 ---
In creativity—especially in copywriting or problem-solving—
you need both
:
Divergent
to explore what’s possible.
Convergent
to decide what’s effective.

--- Notes Slide 30 ---
Data Breach: Collected data from 87 million Facebook users without consent.
Method: Used a quiz app to access user and friend data.
Psychographic Targeting: Created detailed voter profiles for political ads.
Political Impact: Worked on Trump’s 2016 campaign and Brexit referendum.

--- Notes Slide 31 ---
You gather information, understand the audience, brand voice, product, competition, and campaign goals.
🔍
Example:
Reading the creative brief, analyzing customer pain points, collecting mood board ideas.

--- Notes Slide 32 ---
Data Breach: Collected data from 87 million Facebook users without consent.
Method: Used a quiz app to access user and friend data.
Psychographic Targeting: Created detailed voter profiles for political ads.
Political Impact: Worked on Trump’s 2016 campaign and Brexit referendum.

--- Notes Slide 33 ---
Social Media Scraping: Extracting likes, comments, shares, and posts from platforms like Facebook, Twitter, and Instagram.
Web Scraping: Using automated bots to collect data from forums, blogs, and news websites.
Ad Tracking: Monitoring user behavior through tracking pixels and cookies.

--- Notes Slide 34 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 35 ---
Social Media Scraping: Extracting likes, comments, shares, and posts from platforms like Facebook, Twitter, and Instagram.
Web Scraping: Using automated bots to collect data from forums, blogs, and news websites.
Ad Tracking: Monitoring user behavior through tracking pixels and cookies.

--- Notes Slide 36 ---
Social Media Scraping: Extracting likes, comments, shares, and posts from platforms like Facebook, Twitter, and Instagram.
Web Scraping: Using automated bots to collect data from forums, blogs, and news websites.
Ad Tracking: Monitoring user behavior through tracking pixels and cookies.

--- Notes Slide 37 ---
Social Media Scraping: Extracting likes, comments, shares, and posts from platforms like Facebook, Twitter, and Instagram.
Web Scraping: Using automated bots to collect data from forums, blogs, and news websites.
Ad Tracking: Monitoring user behavior through tracking pixels and cookies.

--- Notes Slide 38 ---
Social Media Scraping: Extracting likes, comments, shares, and posts from platforms like Facebook, Twitter, and Instagram.
Web Scraping: Using automated bots to collect data from forums, blogs, and news websites.
Ad Tracking: Monitoring user behavior through tracking pixels and cookies.

--- Notes Slide 39 ---
Social Media Scraping: Extracting likes, comments, shares, and posts from platforms like Facebook, Twitter, and Instagram.
Web Scraping: Using automated bots to collect data from forums, blogs, and news websites.
Ad Tracking: Monitoring user behavior through tracking pixels and cookies.

--- Notes Slide 40 ---
[no notes text found]

--- Notes Slide 41 ---
You refine, test, and ensure the idea works. This involves editing, getting feedback, and aligning it with strategy.
Example:
Rewriting a tagline to make it tighter, checking tone, and ensuring it works across platforms.

--- Notes Slide 42 ---
You refine, test, and ensure the idea works. This involves editing, getting feedback, and aligning it with strategy.
Example:
Rewriting a tagline to make it tighter, checking tone, and ensuring it works across platforms.

--- Notes Slide 43 ---
You refine, test, and ensure the idea works. This involves editing, getting feedback, and aligning it with strategy.
Example:
Rewriting a tagline to make it tighter, checking tone, and ensuring it works across platforms.

--- Notes Slide 44 ---
Deep focus:
You’re totally absorbed in the task—no distractions, no checking your phone.
Time distortion:
Hours feel like minutes. You might look up and realize you’ve written three great headlines without noticing the clock.
Clarity & confidence:
You’re making decisions quickly—phrases, tone, structure—all just seem to work.
High productivity:
You get more done, often at a higher quality, because you're not second-guessing every word.
Creative momentum:
New ideas flow naturally, one leading to the next without mental resistance.

--- Notes Slide 45 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 46 ---
You refine, test, and ensure the idea works. This involves editing, getting feedback, and aligning it with strategy.
Example:
Rewriting a tagline to make it tighter, checking tone, and ensuring it works across platforms.

--- Notes Slide 47 ---
Social media posts (Facebook, Twitter, Reddit, etc.)
Product reviews and comments
Email/chat messages (customer service interactions)
Surveys and open-ended responses
Transcripts from speeches, interviews, or calls

--- Notes Slide 48 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 49 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 50 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 51 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 52 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 53 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 54 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 55 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 56 ---
The behaviors of a person in different situations and interaction processes, depending on emotions, motivations, and experiences and demonstrating continuity.

--- Notes Slide 57 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 58 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 59 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 60 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 61 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 62 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 63 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 64 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 65 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 66 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 67 ---
The behaviors of a person in different situations and interaction processes, depending on emotions, motivations, and experiences and demonstrating continuity.

--- Notes Slide 68 ---
A clear goal (e.g., write a product page or ad headline)
The right level of challenge (not too easy, not too hard)
Minimal distractions (silenced notifications, quiet space)
Intrinsic motivation (you care about the task or find it engaging)

--- Notes Slide 69 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 70 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 71 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 72 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 73 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 74 ---
Sentiment Analysis → Identifies emotions (positive, negative, neutral)
Lexical Analysis → Examines word choice, complexity, and tone
Topic Modeling (LDA, BERTopic) → Groups similar topics to find interests
Semantic Analysis (BERT, GPT-based models) → Understands context and meaning
Linguistic Cues for Personality (LIWC, NLP models) → Maps words to traits (e.g., frequent use of "I" → high neuroticism)

--- Notes Slide 75 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 76 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 77 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 78 ---
The behaviors of a person in different situations and interaction processes, depending on emotions, motivations, and experiences and demonstrating continuity.

--- Notes Slide 79 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 80 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 81 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 82 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

--- Notes Slide 83 ---
The behaviors of a person in different situations and interaction processes, depending on emotions, motivations, and experiences and demonstrating continuity.

--- Notes Slide 84 ---
[no notes text found]

--- Notes Slide 85 ---
What it does:
Handles logic, planning, focus, and self-control.
Role in creativity:
Evaluates and filters ideas, applies strategy, structure, and ensures that creative output aligns with goals or norms.
Copywriting example:
When you take a wild idea and refine it into a clear, brand-appropriate message.

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