Deeply Confusing: Conflating Difficulty With Deep Revelation on Personality Assessment:

The factors that contribute to lay expectations of personality assessments are not well understood. Five studies demonstrate that people conflate difficulty of personality assessment items with revelations of deep insights. As a result, popular yet invalid assessments of personality can be seen as "deeper" than assessments from social and personality psychology. In Study 1, participants evaluated items from a popular personality "type" assessment as more difficult and better at revealing deep insights into personality than Big-Five personality inventory items. Studies 2 and 3 replicate this effect experimentally using a manipulation of assessment items' difficulty. Studies 4 and 5 show that the same effect also holds for a less direct method of supposed personality assessment (e.g., assessments that ask about which colors are associated with trivial concepts). Moderating factors and the popularity of shoddy personality assessments are discussed.