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Department of Psychology

This morning, Dr Jason Rentfrow was interviewed on the Today programme on BBC Radio 4, following the publication of a study in the journal PLOS ONE, which reveals significant regional differences in personality across Britain. The study uses data from a 2009 survey, which involved a collaboration between the BBC and Jason's research team. A large amount of data was gathered in the survey; almost 400,000 people participated. The study reported in PLOS ONE maps the distribution of five personality traits over 380 local authority districts, and investigates associations with a number of important outcomes, including economic, political, and health.

The details of the PLOS ONE article: Rentfrow PJ, Jokela M, Lamb ME (2015) Regional personality differences in Great Britain. PLoS ONE 10(3): e0122245. doi:10.1371/journal.pone.0122245.

The BBC has produced an iWonder guide, which enables people to take a test to find out whereabouts in Britain they would be happiest, based on their personality: Where in Britain would you be happiest?