Calibrated to Whom? Persona and Language Effects on Cultural Values in JEV

Abstract

Decision-only language models return a probability for every answer option instead of generating text, which makes them attractive as survey respondents and as judges. We audit the cultural values of one such model, TypeSafe's JEV, with the Values Survey Module 2013. We asked it the 24 items as 12 matched Saudi and 12 matched American personas and without a persona, in English and Arabic, under eight ways of formulating the request (288,000 answers). JEV's answers were highly repeatable (ICC 0.997), and without a persona they resembled those of its own American personas. When the persona was Saudi rather than American, the answers moved in the direction of the human Saudi-US difference, reproducing 87% of its size in English but 62% in Arabic, with long-term orientation reversed. A language cross shows that the smaller difference in Arabic comes from the language of the items, not from the language of the persona description. Age shifted the profiles about as much as nationality, gender shifted them more for Saudi than for American personas, and JEV was less confident in Arabic and for Saudi personas. These patterns held in every request design, although the model never generates text.