First nationwide study of British personality finds significant regional differences

The first nationwide study of the British psychology has found has found significant regional differences in the five basic traits that form human personality: extraversion, agreeableness, conscientiousness, emotional stability and openness.

Four hundred thousand people from around the country volunteered to complete an online psychological quiz as part of The Big Personality Test - undertaken by researchers from the University of Cambridge, with the help of the BBC, and published in the journal PLOS ONE.

Extraversion

The inhabitants of London, Manchester and parts of the South and South East England, Yorkshire and Scotland were found to have the highest levels of extraversion, which makes them more assertive, energetic and sociable.

Agreeableness

In contrast, the people of the East Midlands, Wales, Humberside, the North of England and East Scotland had significantly low levels of extraversion. However, London and other parts of East England were the least agreeable places while the Scots were found to be most agreeable.

Conscientiousness

The inhabitants of East England were conscientious and agreeable but not very open, while the people of London were found to be the most open group in Britain.

Openness

Neuroticism

The Welsh were noted for their openness, shyness and emotional instability.

Other studies have shown that certain things like employment, health or social conservatism tend to form regional clusters. Our research shows there is also a psychological aspect to these broader geographical patterns.

Understanding how personality traits differ by region is more than just a bit of fun. Geographical differences are associated with a range of economic, social and health outcomes, and hence how important resources are allocated.

• Jason Rentfrow, University of Cambridge

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