A Segmentation Study of Personality Characteristics in Taiwan-based on LOV and VALS2

This study used these two sets of personality variables along with lifestyle variables and demographic variables to examine personality segmentation method in Taiwan. Out of the 7696 villages or sub-wards of all 23 cities or counties in Taiwan, 50 villages or sub-wards were randomly selected.

Proportional to the population sizes of these villages or sub-wards, respondents were randomly chosen. A total of 1073 valid questionnaires were obtained through personal interviewing. After investigation, the personality characteristics of our countrymen are classified into eight groups: Religious Skeptics (18.6%), Indifferentism (7.9%), Thrill-lovers (18.8%), Self-pursuers (6.8%), Makers (11.4%), Attention-getters (16.0%), Retreaters (12.3%) and Ordinary people (8.3%).