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The development and validation of “preference diversity” and “openness to novelty” scales for movie goers
Author(s) -
Tang MuhChyun,
Chang MeiMei,
Lin SungChien
Publication year - 2018
Publication title -
proceedings of the association for information science and technology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.193
H-Index - 14
ISSN - 2373-9231
DOI - 10.1002/pra2.2018.14505501053
Subject(s) - novelty , openness to experience , preference , diversity (politics) , psychology , consistency (knowledge bases) , construct (python library) , exploratory factor analysis , novelty seeking , internal consistency , social psychology , sample (material) , construct validity , computer science , statistics , psychometrics , big five personality traits , artificial intelligence , mathematics , developmental psychology , sociology , personality , chemistry , chromatography , anthropology , programming language
This paper reports the results of an ongoing research to develop and validate scales for two psychological constructs: “preference diversity” and “openness to novelty”, that we believe to be important factors in users' responses to movie recommendations. Question items were created based on literature review and the results of a focus group interview. A questionnaire interview that consists of the candidate question items were performed so the validation and purification of the scales can be performed (N=191). Through exploratory factor analysis, five items were eventually selected for each construct. A user study (N=293) were subsequently followed which collected both users' responses to the scales and their actual movie viewing history of a sample of 220 movies. The scales were shown to possess both stability and internal consistency. Results showed that the participants' preference diversity score were correlated with the diversity of the movies seen, as measured by the number of movies, the number of movie genres, and the average dissimilarity of the movies seen. Furthermore, those who have higher openness to novelty also tended to watch and appreciate more obscure films.