The influence of personal values on music taste: towards value-based music recommendations

The field of recommender systems has a lot to gain from the field of psychology. Indeed, many psychology researchers have investigated relations between models that describe humans and consumption preferences. One example of this is personality, which has been shown to be a valid construct to describe people. As a consequence, personality-based recommenders have already proven to be a lead toward improving recommendations, by adapting them to their users' traits. Beyond personality, there are more ways to describe a person's identity. One of these ways is to consider personal values: what is important for the users in life at the most abstract level. Being complementary to personality traits, values may give another lead towards better user understanding. In this paper, we investigate this, taking music as a use case. We use a marketing interview technique to elicit 22 users' personal values connected to their musical preferences. We show that personal values indeed play a role in people's music preferences, and are the first to propose a map linking personal values to music preferences. We see this map as a first step in devising a value-based user model for music recommender systems.