Word: hamiltons
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...Hamilton: [Take] same-sex marriage. We think of it as a political-party issue, but being a Democrat or Republican doesn't really determine your opinion. It's really your taste for risk in life...
...named the model you created TRAITS. What does that acronym stand for? Hamilton: TRAITS stands for Time, Risk, Altruism, Information, me-Too and Stickiness. Time is whether you're focused on right now or the future. Risk is whether you're willing to take a risk. Altruism is whether you think about others. Information is whether you research before you make a decision. Me-Too is whether you look to others for guidance. Stickiness, whether you stick with what you've already done...
...examples you provide is that you can determine what alcoholic drinks people prefer on the basis of their TRAITS. Hamilton: Having already taken into account age, income and gender, we can ask you a bunch of questions like how frequently you exercise, how frequently you go to the dentist each year, whether you consider the resale value of your car when you make a purchase - things that deal with the future. [Placing a high value on the future is] associated with driving a hybrid car and drinking red wine. Folks high on the me-Too factor drink whatever people around...
Risk takers approve of gay marriage? Hamilton: If you're willing to tolerate risk in your life, you're willing to take a risky position. If you're the type of person who cares about others, you're also more likely to support same-sex marriage. If you like to gather a lot of information when you're making choices, that tips you toward approving of same-sex relationships. If you're high on the me-Too factor and you know people who are gay or lesbian, that makes you more willing to support same-sex partners. That works...
What can't TRAITS explain? Hamilton: We could predict whether you'd go for healthy food or fast food, but we can't predict chocolate or vanilla. We can tell if you'd support a third-party, independent or major-party candidate, but we don't do a good job predicting who is a Democrat vs. a Republican...