Magazine article from our research archive:

The Geography of Personality.

Byline: Sharon Begley

The Swiss rate themselves as highly conscientious; Indians and Canadians see themselves as agreeable.

Next time you find yourself somewhere with lots of tourists, try to guess where they're from based only on their behavior (no eavesdropping). The woman carrying her empty soda bottle for blocks and blocks, rejecting trash cans that are close to overflowing, until she finds one where the bottle won't fall out? Probably one of those superconscientious Swiss. That group flocking to name-brand retailers? Conformist Japanese, perhaps. That man armed with a map and checking off items on his to-see list? A disciplined, goal-oriented German. For the ...

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