Beyond Sociodemographics: Attitudinal and Personality Predictors of Lexical Change

Moving beyond traditional sociodemographic models, this study investigates the psychometric drivers of lexical change. Using Swiss German as a case study, we compare historical data from the Sprachatlas der deutschen Schweiz (1939–1958) with a recent large-scale app-based survey (N = 1013) to quantify trajectories over the past century. We identify four distinct mechanisms: exogenous convergence (Schmetterling), endo-normative leveling (Rande), endogenous innovation and divergence (schlittschuhlaufen), and diachronic persistence (Stäge). For the locally rooted speakers in our dataset, structural analysis indicates that traditional variables carry less weight than expected. While age remains the primary vertical predictor, psychological factors outperform traditional variables (e.g., gender, social networks) in this environment of ubiquitous exposure. Multivariate models demonstrate that lexical choices are strongly influenced by individual disposition: traits such as agreeableness accelerate the adoption of supraregional forms, whereas a strong local identity functions as a “brake” against standardization. Ultimately, while macro-factors create the pressure for change, individual micro-factors determine whether it takes hold. A speaker’s attitude acts as a “filter” and their personality as a “gate,” deciding whether they accept or resist new forms. These findings challenge purely structural accounts, suggesting that for these locally rooter speakers, even without high physical mobility, lexical change is shaped by a psychometric architecture.