Here is a patent from 2003 describing:
 
"Methods and Apparatus for Predicting and
Selectively Collecting Preferences Based on Personality Diagnosis"
 
That is US Patent 6,655,963, located here:
 
http://www.patent2pdf.com/pdf/06655963.pdf 
 
Basically, when it notices a personality attribute of a
user, it calculates the probability that the current user belongs to one of N
personality profiles on file.  
 
Sincerely,
Rich
Cooper,
Rich Cooper,
 
Chief Technology Officer,
MetaSemantics Corporation
MetaSemantics AT EnglishLogicKernel DOT com
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http://www.EnglishLogicKernel.com