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Predicting Users’ Eat-Out Preference from Big5 Personality Traits

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Predicting Users’ Eat-Out Preference
from Big5 Personality Traits

Md. Saddam Hossain Mukta, Akib Zaman, Md. Adnanul Islam,

and Bayzid Ashik Hossain

Abstract Social Networking Sites (SNS) such as Facebook and Twitter have become
important place for sharing one’s views, belief, and ideas and communicating with
family members and friends. These virtual places can capture a wide range of details
of every user which may represent his behavioral traits such as user’s preferences in
daily life. In this study, we build a machine learning (ML) model to predict a user’s
eat-out preference from her Big5 personality traits derived from tweets. To this end,
we collect users’ check-ins from a location-aware social network, Foursquare. Later,
we build a ML-based model based on content of user’s tweets and check-ins from
the Foursquare which allows us to predict user’s eat-out preferences in various types
of restaurants from his personality traits. We conduct an experiment with a total of
731 Twitter and Foursquare users, and the result shows that user’s Big5 personality
traits have strong association with their eat-out preference. Our model achieves an
average AUC score of 84% for all categories of restaurants.

Keywords Big5 · Twitter · Eat-out · Foursquare · Regression

1 Introduction

Today, Twitter has turned into a significant online communication tool. Scientists can
determine human behavior, such as personality [12] and preferences [6] of related
users, based on the textual information of these interactions, i.e., tweets. Additionally,

Md. S. H. Mukta (B) · A. Zaman

United International University (UIU), Dhaka, Bangladesh
e-mail: saddam@cse.uiu.ac.bd
A. Zaman
e-mail: akib@cse.uiu.ac.bd
Md. A. Islam
Monash University, Melbourne, Australia
e-mail: adnan.islam@monash.edu
B. A. Hossain
Charles Sturt University, Bathurst, Australia
e-mail: bhossain@csu.edu.au

© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2023 511
S. Kumar et al. (eds.), Third Congress on Intelligent Systems, Lecture Notes in Networks
and Systems 613, https://doi.org/10.1007/978-981-19-9379-4_37
512 Md. S. H. Mukta et al.

location-aware social networking services like Foursquare have grown tremendously

in popularity recently. Users of these websites exchange their check-ins, which reveal
crucial details about the places they have visited and their preferences. We derive
users’ demographic data by fusing information from several social networking sites.
In light of this, it is now possible to gather new forms of data on user preferences
and behaviors by merging user interactions from several social networking sites.
Depending on their hobbies, habits, or other socioeconomic variables, customers
may choose to eat at restaurants that fall into the cheap, mid-range, expensive, or
very costly categories. For instance, a person might go to an expensive or very-
expensive restaurant because of the appealing environment and decoration, the tasty
cuisine, and the attractive way the food is presented. However, because they serve
food quickly, cheap eateries may be visited. Similar to this, some people could favor
mid-range restaurants since they offer superior food, ambiance, and décor to low-
quality restaurants while not being as pricey as the luxury restaurants. According to a
study [20], psychological traits like personality affect users’ decisions about various
lifestyle activities.
In light of above observation, we find out how users’ Big5 personality traits
have impact on their eat-out pattern in real life. In our study, we first conduct a
study that build a strong association between users’ Big5 personality traits and eat-
out pattern derived from Twitter and Foursquare interactions. Several research find
correlation between food habits and eating styles [16, 20] from shared images and
users’ demographics of social media interactions. To the best of our knowledge, no
prior studies establish connection between users’ personality traits and their eat-out
pattern derived from their social media interactions.
An extended abstract of this work has published in [21]. We predict users’ eat-out
patterns where input is their word usage pattern in tweets. In this study, we have
made substantial improvement over of first version and showed a detailed study of
Big5 personality traits left impact on a user’s patterns of eat-out. First, we collect
tweets of 731 Twitter users who post Foursquare url in their tweets. We consider a
total of 72,662 Foursquare urls from these above tweets where users’ share restau-
rant information which is categorized into four types depending on the food price.
We find 23,986, 36,187, 10,335, and 2154 links for cheap, moderate, expensive and
very expensive categories of restaurants, respectively, from these tweets. Later, we
compute the frequency of visits in different types of restaurants for each user and
consider these frequency as the ground truth data. Then, we obtain users’ Big5 per-
sonality [19] traits by feeding these tweets to IBM Watson personality insights API1
and linguistic feature vectors using pretrained Bidirectional Encoder Representations
from Transformers (BERT) to create personality trait and linguistic dataset. Then, we
find the Pearson correlation between personality traits with the users’ frequency of
their visits to different categories of restaurants. Then, we develop two multivariate
Bi-LSTM regression models, namely Big5 Regression Model (BRM) and Linguistic
Regression Model (LRM) using the personality trait and linguistic dataset, respec-
tively. BRM obtains 34.5% (Moderate category) and 25.1% (Expensive category)

1 https://personality-insights-livedemo.mybluemix.net/.
Predicting Users’ Eat-Out Preference from Big5 Personality Traits 513

R 2 strength for the highest- and the lowest-performing models, respectively, in the
test dataset outperforming the score of LRM. To measure the strength of the best
performing BRM, we further evaluate the model with different binary classifiers
by measuring the Area under the Receiver Operating Characteristic (AUC-ROC)
curve. It obtains an average AUC-ROC of 83.25% with a maximum score of 93.1%
(Moderate category) and a minimum score of 73.2% (Expensive category).
In summary, we have the following contributions:
• We are the first to integrate the data of Twitter and Foursquare to predict users’
eat-out pattern from their Big5 personality.
• We obtain a strong relationship between the restaurant categories and personality
traits.
• We develop a Bi-LSTM-based regression model to predict the price-based eat-out
preferences of the users from their Twitter data.
• We demonstrate a comparative performance analysis of Linguistic and Personality
features to predict eat-out preference.
Predicting the eat-out pattern of a user has numerous applications. For example,
by knowing the eat-out preference of Twitter users, restaurant owners can lunch
personalized advertisements. A food chain service provider can take decision for his
new location of business after investigating the eat-out patterns of the users of the
locality. Moreover, it is also possible to assume an economic profile of a region by
using the application.

2 Related Work

Numerous research on various cognitive and human characteristics, like personality

[12], values [17], and sentiment analysis [9, 18, 23], has been carried out using just
one social networking site, such Facebook and Twitter. From individuals’ publicly
accessible tweets on Twitter, Kumar et al. [12] predict Big5 personality scores. Study
[17] identifies a user’s shift in value orientations based on her Facebook word use
patterns. Furthermore, only a small number of research [3, 22] look at a person’s
political affiliation based on their tweets and retweets.
Moreno-Sandoval et al. [15] show an insight from Twitter data about behavior of
consumers, by linking the food-related content, emojis, and respective demographics.
An experiment regarding gender-specific food consumption behavior is conducted by
Wagner et al. [16]. They examine a dataset of 15 million flicker images and arrive at
plausible conclusions. According to another study [11], individuals’ preferences for
certain movie genres may be predicted based on the Big5 personality characteristics
extrapolated from their tweets. Researchers may also guess a person’s age by the
language they use in their tweets. According to [1], a person’s tweets can predict
their socioeconomic class, stage of life, and exact age. Additionally, authors use
social media sites like Twitter to gather personal information about their readers,
such as name [2], gender [25, 27], and education [28].
514 Md. S. H. Mukta et al.

Similar to Facebook, Foursquare is a social networking service that enables users

to share their positions with friends through check-ins. By analyzing the data of
Foursquare, it is possible to learn a lot of fascinating things about how people move
around during the day and what they do. A number of research, like [29], examine
the geographical characteristics of information exchanged via location-based sys-
tems like Foursquare. Combining several social networking sites, such as Twitter
and Foursquare, to find intriguing human behavioral and psychological traits is an
emerging study area. The study mentioned in [26] looks at the trend of users who
reside close by using Twitter food-related talk.
Numerous research demonstrate the correlation between personality factors and
food intake preferences and behavior. According to Bartkiene et al. [4], the topic of
what and why we eat is complicated. Numerous aspects, such as societal, dietary,
biological, and psychological issues, are involved in this problem. The author also
argued that people’s choices of foods are influenced by the characteristics of those
foods, such as flavor, look, texture, and color, as well as psychological aspects includ-
ing attitude, mood, and conduct. According to Pfeiler et al. [20], eating habits and
food preferences are both directly and indirectly related to their personalities. In a
study involving 224 female students, Heaven et al. [8] demonstrated that neuroticism
and conscientiousness are directly related to an individual’s eating habits. To the best
of our knowledge, no previous research have looked at whether the Big5 personality
traits are directly related to users’ eating habits as shown through their use of social
media.

3 Methodology

In this study, we predict users’ eat-out preference score in restaurants with differ-
ent price range from their tweets. Figure 1 illustrates the research framework with
following steps. Firstly, we collect the users’ eat-out preferences in four categories
(Cheap, Moderate, Expensive and Very Expensive) and calculate the category-based
relative frequency from the users’ tweets. Secondly, we extract two types of features
from the users’ tweet: (a) linguistic feature vectors using BERT and (b) Big5 person-
ality traits using IBM Personality API. Finally, we develop two Bi-LSTM regression
models to compare the performance of the models and select the best performing
model.

3.1 Data Collection

One of the most difficult aspects in our work is extracting information about con-
sumers’ psychological characteristics and how frequently they visit a particular type
of restaurant because there is no single source from which we can get all of this data.
Therefore, we combine the Twitter and Foursquare datasets in order to gather psy-
Predicting Users’ Eat-Out Preference from Big5 Personality Traits 515

Fig. 1 Research framework of our personality trait-based eat-out prediction

chological characteristics and frequency of visiting a certain type of restaurant. We

gather information from 731 Twitter users to develop our regression model, which
forecasts how frequently people will visit certain categories, or their preference for
eating out. Then, in order to verify that our prediction model correctly predicts fre-
quency of visits to various restaurant categories in actual life, we additionally gather
data from 220 Twitter users.
Since not all Twitter users include these links in their tweets, we start by look-
ing for people that do. Because we identify Twitter users who are active on Twitter
and who post Foursquare check-ins through tweets, we apply the judgemental sam-
pling approach [13]. To locate these persons whose tweets contain connections to
Foursquare, we thus employ the Twitter advance search approach. When a user uti-
lizes Foursquare links, her tweets’ check-ins typically include keywords like “4sq”
and “Foursquare.” Because examining a single language for all users is likely to
provide consistent linguistic traits and personality ratings, we exclusively search
tweets that contain English terms. To ensure appropriate English language compe-
tency that shows in their tweets, we choose users who reside in several US states,
including “California”, “Texas”, “Florida”, and “Virginia,” among others. We see that
the Foursquare connections for these states include the prices for various restaurant
kinds that are currently on the market. After choosing the Twitter handles of individ-
uals who often tweet using Foursquare links, we utilize the Python implementation
package tweepy2 to gather those users’ tweets.
We discover 656,101 tweets in total from these 731 people. The greatest, least, and
average number of tweets per user are 3210, 189, and 897.54, respectively. We tallied
the number of Foursquare links in each user file including recent tweets. We find a

2 http://www.tweepy.org.
516 Md. S. H. Mukta et al.

total of 72,662 Foursquare connections for various eateries within the tweets. Each
link on the Foursquare website leads to a different web page. In certain instances, the
location’s type and other details are displayed right on the page. If not, visiting the
location page, which includes the restaurant’s prices, may be accessed by clicking the
name of the place. To learn more about the places that the Foursquare links connect
to, we do HTML parsing. Not all links are linked to eateries or other services in the
food industry. As a result, we ignore any links that have nothing to do with restaurants
or other such establishments. When a link points to a restaurant, Foursquare often
classifies the eateries according to the cost of the food they provide.
Based on pricing, we categorize the restaurant links as cheap, moderate, expen-
sive, and extremely costly. If the link is to a restaurant and is listed in Foursquare’s
restaurant category, we can locate a dollar symbol ($) on the Foursquare link page.
The dollar marks one ($), two ($$), three ($$$), and four ($$$$) denote, respectively,
low, moderately priced, expensive, and very costly categories of restaurants. Users
with fewer than 50 restaurant-related Foursquare check-ins are disqualified. Then,
using the equation indicated in Eq. 1, we determine the relative frequency of user
visits to a certain restaurant type and utilize that information as the ground truth
data. The percentages of links connected to low, moderate, expensive, and extremely
costly restaurant categories that we identify overall are 33.01%, 48.80%, 14.22%,
and 2.96%, respectively.

3.2 Feature Extraction

To forecast consumers’ preferences for eating out, we extract the relevant elements
in this section from both language and personality perspectives. Since both of our
independent variables (Personality scores) and dependent variable (frequency of
visits to various restaurant categories) are continuous values, we also apply Pearson’s
correlation (ρ) analysis to find a meaningful correlation between these two variables
in the case of Big5 personality traits.
Linguistic feature extraction using BERT: Context-based vector representations of
a specific word within a text are known as word embedding. The method can identify
a word’s relationship to other words, as well as its semantic and syntactic similarity,
in a document. For the purpose of creating word embeddings, we use a pretrained
BERT model. By leveraging data from the full tweet, the BERT embedding layer
creates token level representations. The input features are organized as follows: M0 =
{m 1 , . . . , m N }, where m n (n ∈ [1, N ]) is the combination of the token, position, and
segment embedding corresponding to the input token xn . The representations, M t =
m t1 , . . . , m tK at the kth transformer layer ((0 ≤ k ≤ K )), can be shown in accordance
with the following equation:

M k = Transformert (M k−1 ) (1)

Predicting Users’ Eat-Out Preference from Big5 Personality Traits 517

.
The contextualized representations of the input tokens are thus represented by M k .
The regression block receiving the output from BERT in the form of contextualized
representations M K is supplied as an input as follows:

M K = m 1K , . . . , m KN ∈ M N ×dimm (2)

Personality feature extraction using IBM Watson API: Big5 model is one of the
well-studied topics in the personality research [10]. Big5 model has five personal-
ity traits, namely Openness, Conscientiousness, Extraversion, Agreeableness, and
Neuroticism.
Big5 personality model [10] is one of the popular models for personality research.
Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism are the
five personality attributes that make up the Big5 model. Using the IBM Watson API,
we extract the scores of the abovementioned five traits by involving the collected
tweets. The scores varies between users based on their writings, because Pennebaker
et al. [7] observe what people say and write, actually revealing their behavior and
personality.
It may be quite challenging to pinpoint which personality qualities specifically
impact a person’s decision to dine out at which category of restaurants, despite the
fact that one may believe they do. Since both of our independent (personality traits)
and dependent (visiting frequency of various categories of restaurants) variables are
continuous, we also use Pearson’s correlation coefficient to determine the relationship
between users’ Big5 personality traits and visiting frequency of various restaurant
variables. Table 1 display the pearson correlation between personality characteristics
and several restaurant category types where N = 731 and p < 0.10 critical value.
The chart clearly shows that various personality types are associated with particular
restaurant categories.

Table 1 Pearson’s correlations between Big5 personality traits and visiting frequencies of different
categories of restaurants
Chp. Mod. Exp. V. Exp.
Openn. − 0.087 0.104** 0.003 − 0.034
Conscit. − 0.109** 0.020 0.098* 0.075*
Extrav. − 0.060 − 0.007 0.075* 0.055
Agree. − 0.109** 0.012 0.107** 0.080*
Neuro. − 0.016 0.018 0.031 0.039
* p < 0.05, ** p < 0.10
518 Md. S. H. Mukta et al.

4 Development and Comparison of the Models

In this section, we develop two multivariate Bi-LSTM regression models as shown

in Fig. 1 named Big5 Regression Model (BRM) and Linguistic Regression Model
(LRM). In both of the developed regression models, the visiting frequencies of the
restaurant categories are the dependent variables. Big5 personality traits and linguis-
tic feature vectors extracted from the BERT are the independent variables in BRM
and LRM, respectively.
Architecture of the models: We develop a Bi-LSTM Regression model architecture
to utilize both the extracted features. At first, extracted features are fed to a Bi-LSTM
layer having 64 neurons, and the return sequence is set as True. We feed the output of
this layer to a new Bi-LSTM layer having 32 neurons. Additionally, we add a dropout
of 50% in both of the Bi-LSTM layers to avoid overfitting during training neural
networks. Then the output is fed to three fully connected layers with 256, 128, and 4
neurons, respectively. We use mean square error for the loss function and RMSprop
with a learning rate = 0.0005 and ρ = 0.85 as an optimizer. We use tanh for hidden
layers and linear for the output layer as the activation function. We split the dataset
into train (80%) and test(20%) and utilize the train dataset on the abovementioned
model architecture using both the linguistic feature vectors and Big5 personality traits
to get the trained LRM and BRM, respectively. Table 2 presents the performance
of the trained regression models. We consider R 2 of the regression models as the
performance parameter and measure the scores in the case of the train and test dataset.
Results: The obtained scores from the developed BRM and LRM are satisfactory
across all four restaurant categories based on price categories. On average R 2 , BRM
(Big5 Personality model) attains a score of 34.55% and 30.93% in train and test
datasets, respectively. On the other hand, LRM (BERT linguistic model) attains a
score of 29.37% and 24.62% in train and test datasets, respectively. Figure 2 high-
lights the comparison of performance between BRM and LRM in case of test dataset
where BRM significantly outperforms the LRM. On the other hand, the moderate
($$) category has the highest R 2 score (34.5%) compared with the other categories
and the expensive ($$$) category has the lowest-R 2 score(25.1%).
We also perform the prediction potential using supervised multi-class machine
learning classification methods, inspired by the work of Sumner et al.[24]. We deter-
mine the median of the data and categorize restaurants into high-class and low-class
categories based on the frequency of visits above and below the median. The best

Table 2 Performance of the developed Model (R 2 score) in train and test dataset
Models Train dataset Test dataset
Chp. Mod. Expen. V. Exp. Avg Chp. Mod. Expen. V. Exp. Avg
BRM 34.3 39.8 27 37.12 34.55 31 34.5 25.1 33.12 30.93
LRM 31.8 33.4 23.1 29.17 29.37 25.8 29.4 19.1 24.17 24.62
Predicting Users’ Eat-Out Preference from Big5 Personality Traits 519

Fig. 2 Comparison in
performance between BRM
and LRM (test dataset)

classifier, together with its TPR, FPR, and AUC, is presented in Table 3 for deter-
mining the frequency of visits to each restaurant category [5]. As a starting point,
we employ the ZeroR classifier. Our baseline classifier has an average AUC score
of 0.793. Using our classifiers, we determine the lowest AUC score (0.732) for the
Expensive category of restaurants and the highest AUC score (0.931) for the Mod-
erate category of restaurants. Using our classifiers, we additionally discover AUC
values of 0.864 and 0.803 for the cheap and very-expensive categories of restau-
rants, respectively. The top classifier consistently outperforms the baseline average
for every category (Fig. 3).

5 Discussion

In this study, we develop an eat-out preference prediction system by extracting the

Big5 personality traits from the users’ data collected from Twitter. To the best of our
knowledge, this research is the first study to predict users’ eat-out preference from
their Big5 personality traits, derived from social media usage.
The outcomes of our study demonstrate a few logical conclusions from Table 1. We
discover that the majority of personality characteristics are connected to consumers’
out-to-eat habit. We find a substantial correlation between openness personality traits
and moderate categories of restaurants. People who score well on openness are more
likely to frequent moderately priced restaurants rather than costly and extremely
expensive ones since they are more inclined to try new foods there. Strongly inverse
relationships exist between the characteristic of high conscientiousness and the price
range of restaurants.
520 Md. S. H. Mukta et al.

Table 3 Best performing classifier to predict different restaurant categories from Big5 personality
traits
Resturnt. types Best AUC AUC TPR FPR
obtaining classfr.
Cheap. N. Bayes 0.86 0.81 0.092
Moder. Rep Tree 0.93 0.91 0.046
Exp. Rep Tree 0.73 0.63 0.18
V. Exp. N. Bayes 0.80 0.72 0.13

Fig. 3 Comparison of the AUC-ROC of the best performing classifiers

Contrarily, attending costly and extremely expensive categories of restaurants is

positively connected with the personality attribute of conscientiousness. For instance,
it is likely that customers who care about their friends and family members are more
inclined to visit these restaurants because of the improved hygienic conditions, décor,
and food quality (including flavor, odor, and texture). We discover a link between
the extraversion type and the pricey restaurant category. Additionally, we discover a
high correlation between people’s willingness to get along and how frequently they
frequent costly and extremely expensive restaurant categories. We notice a substan-
tial inverse relationship between the agreeable personality traits and the affordable
restaurant category.
Similar to the contentiousness personality characteristic, agreeable individuals
are worried about their friends’ and family’s health and hygiene while dining out,
hence they frequently choose costly and extremely expensive restaurants. They tend
not to eat at restaurants in the inexpensive category. On the other hand, we discover
no link between having neurotic personality characteristics and going to any partic-
ular kind of restaurants. This study [8] claimed that conscientiousness and neurotic
personality characteristics have a significant impact on eating behavior. However,
Predicting Users’ Eat-Out Preference from Big5 Personality Traits 521

because neurotic persons might not be interested in sharing their Foursquare check-
ins about eating out, we may not have been able to establish any correlation between
neuroticism personality characteristics and eating out activity. In our study, we also
discovered less check-ins of neurotic people to predict eat-out choice. This is because
another study [14] from Facebook demonstrates that neurotic people inclined to share
less information with their friends.
We note that compared to other restaurant categories, the forecast for expensive
restaurants has a lower potential. We only have a tiny number of examples in our
training dataset to forecast the really costly restaurant categories. As a result, we
only get weak forecast accuracy for restaurants in the highly costly price range. We
note that the size of the datasets is between 250 and 300 in a recent well-cited work
[12] connected to psycholinguistic research from social media. As a result, the size
of our dataset (N = 731) is sufficient for employing psychological traits to forecast
consumers’ preferences for eating out.

6 Conclusion

In this study, we extrapolated individuals’ personality attributes from their tweets to

predict their preferences for eating out. In order to determine how personality factors
impact consumers’ choices for eating out in the real world, we took use of the data
fusion of Twitter and Foursquare. By calculating correlations between them, we have
shown which sorts of personality characteristics are better at predicting which types
of restaurant categories. Next, we developed a model to forecast users’ restaurant
consumption based on their Big5 personality features. The key benefit of our method
is that we can accurately forecast someone’s preference for eating out even when
they do not include Foursquare check-ins in their tweets.

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