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A Nation of Contrast? The Geography of Personality in Sweden, Regional Polarization, and a Research Agenda

Author

Listed:
  • Obschonka, Martin

    (Amsterdam Business School, University of Amsterdam)

  • Grillitsch, Markus

    (CIRCLE, Lund University)

  • Guldåker, Nicklas

    (CIRCLE, Lund University)

  • Rauhut, Daniel

    (CIRCLE, Lund University)

  • Rentfrow, Peter Jason

    (Department of Psychology, University of Cambridge)

  • Potter, Jeff

    (Atof Inc., Cambridge)

  • Gosling, Samuel D.

    (Department of Psychology, University of Texas at Austin; School of Psychological Sciences, University of Melbourne)

Abstract

Personality traits (e.g., the Big Five) shape human behavior, decision-making, and life outcomes. Evidence from various countries suggests that these traits are not randomly distributed but follow systematic regional patterns, fueling interest in their geographical variation. Prior research shows that regional personality compositions can influence—and be influenced by—regional socio-economic development. Here, we present an initial personality map of Sweden based on N = 22,225 geo-coded personality assessments at the municipal level. In contrast to Sweden's reputation for equality, our analysis reveals notable regional contrasts in personality composition. The data show geographical patterns in adaptive traits (Extraversion, Conscientiousness, Emotional Stability [low Neuroticism]), known predictors of better psychological functioning. Sweden's rust belt exhibits notably lower levels of these traits, while the southernmost region (mainly Scania) shows higher levels. These patterns align with ongoing discussions on regional socio-economic polarization in Sweden and may reflect a macro-psychological imprint of these processes. We therefore propose a future research agenda to examine the causes and consequences of these regional personality variations, while considering potential policy implications.

Suggested Citation

  • Obschonka, Martin & Grillitsch, Markus & Guldåker, Nicklas & Rauhut, Daniel & Rentfrow, Peter Jason & Potter, Jeff & Gosling, Samuel D., 2026. "A Nation of Contrast? The Geography of Personality in Sweden, Regional Polarization, and a Research Agenda," Papers in Innovation Studies 2025/6, Lund University, CIRCLE - Centre for Innovation Research.
    • Handle: RePEc:hhs:lucirc:2025_006
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    JEL classification:

    • N94 - Economic History - - Regional and Urban History - - - Europe: 1913-
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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