Article id44 - Kimora Lee Simmons Expands Her Brand As She Announces Baby Phat Beauty - DataScientist
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"We get a percentage of the sales," Katharine Downing Myers says of the copyright. Even more compromising, according to Grant, is the fact that Katharine Cook Briggs and Isabel Myers created the framework in their living room before doing any robust scientific research, rather than the other way around. Yet ETS did not want to promote the indicator or administer it as part of its testing portfolio, so by 1975 Isabel struck a deal with Stanford professor John Black allowing his young publishing company, Consulting Psychologists Press (now CPP), to take over the exclusive publishing rights. "I used it practically, but I didn’t use it in any of my research," Thore­sen says. Isabel Myers would turn out, by her own rubric, to be an INFP - an introvert, an intuitor, a feeler and a perceiver. As a result, CPP has combined the power of its own marketing efforts and its roughly 200 employees with the sales efforts of the thousands of professional-development coaches who pay CPP for certification and then essentially sell the test on the publishing company’s behalf. Over several years, Isabel administered tests to more than 5,000 students, charted their personalities and then looked for correlations between their psychological type and the medical specializations they chose

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And the 16 Myers-Briggs personality types, remember, are even a step removed from that - they are an interpretation and recasting of Jung’s theory. Yet the Five Factor theory has a small commercial problem. Certain things are not allowed with trademarks. There’s another problem: Not all the personality traits delineated by the Five Factor theory are positive. "For many decades, people in democratic societies saw these as fundamentally tools that were more likely to bring information to people living in authoritarian countries, and we didn’t really worry about these kinds of technologies causing risks to a democratic society," Smith said How Amazon is causing us to drown in trademarks. The research that most psychologists today hold up as the best attempt to derive personality types from empirical data is called the Five Factor theory, which emerged from several large-scale independent projects that, conducted over decades, pointed to the same broad set of conclusions.

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