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The words a speaker chooses communicate more than just ideas and opinions. Language reveals much about a speaker鈥檚 personality. In the recent U.S. presidential debate, two very different personalities were on display鈥攖hat of Democratic candidate and Vice-President Kamala Harris and former President Donald Trump. In an article published in The Conversation, Associate Professor of Quantitative Marketing and Analytics Vivek Astvansh and Undergraduate student Qianhui Liu used theories in psycholinguistics and computational linguistics to analyze the candidates鈥� choices of words and reveal some psychological indicators about them. Trump鈥檚 words showed a focus on himself. He used the word 鈥淚鈥� more often. In contrast, Harris used 鈥渨e鈥� more frequently, signaling a focus on collective responsibility. This asymmetry indicates that Trump centered more on individual agency, Astvansh and Liu write, while Harris leaned towards a more group-oriented approach.

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