A new study says personality traits vary by region in the U.S (pdf). Here’s the map for niceness. Minnesota’s score does not surprise me (assuming there’s anything to this at all, of course). The study also maps openness, extraversion, neuroticism, and conscientiousness (and it’s surprising to see my adopted state of Arizona scoring so high there). Color maps next time, please, professors. Actual marketing people need these.

[Tip: Andrew Sullivan; image: Rentfrow et al.]