Demographic-aware word associations

Variations of word associations across different groups of people can provide insights into people’s psychologies and their world views. To capture these variations, we introduce the task of demographicaware word associations. We build a new gold standard dataset consisting of word association responses for approximately 300 stimulus words, collected from more than 800 respondents of different gender (male/female) and from different locations (India/United States), and show that there are significant variations in the word associations made by these groups. We also introduce a new demographic-aware word association model based on a neural net skip-gram architecture, and show how computational methods for measuring word associations that specifically account for writer demographics can outperform generic methods that are agnostic to such information.