The ‘Barnum Effect’ in Personality Assessment: A Review of the Literature

Abstract

This review summarizes to date the research on the Barnum effect, the tendency for people to accept vague, ambiguous, and general statements as descriptive of their unique personalities. Studies examined address interpretation variables of the Barnum profiles in regard to generality and supposed relevance of the interpretation, favorability of interpretation, type of assessment procedure, and origin and format of interpretation. Also the role of personal factors such as characteristics of the subject and test administrator are examined. It is concluded that the level of acceptance of Barnum profiles depends on the relevance and favorability of the profile and to some extent on the type of assessment utilized. Directions for research on the Barnum effect are provided.