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

Martin Obschonka, Markus Grillitsch, Nicklas Guldåker, Daniel Rauhut, Peter Jason Rentfrow, Jeff Potter and Samuel D. Gosling
Additional contact information
Martin Obschonka: Amsterdam Business School, University of Amsterdam, Postal: The Netherlands
Markus Grillitsch: CIRCLE, Lund University
Nicklas Guldåker: CIRCLE, Lund University
Daniel Rauhut: CIRCLE, Lund University
Peter Jason Rentfrow: Department of Psychology, University of Cambridge, Postal: United Kingdom
Jeff Potter: Atof Inc., Cambridge, Postal: USA
Samuel D. Gosling: Department of Psychology, University of Texas at Austin; School of Psychological Sciences, University of Melbourne, Postal: USA / Australia

No 2025/6, Papers in Innovation Studies from Lund University, CIRCLE - Centre for Innovation Research

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.

Keywords: Personality; Regions; Sweden; Culture; Economic history; Geography (search for similar items in EconPapers)
JEL-codes: N94 R11 Z13 (search for similar items in EconPapers)
Pages: 48 pages
Date: 2026-09-25
New Economics Papers: this item is included in nep-neu
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