Prof North said the research could have many uses in marketing, adding: "If you know a person's music preference you can tell what kind of person they are, who to sell to.
"There are obvious implications for the music industry who are are worried about declining CD sales.
"One of the most surprising things is the similarities between fans of classical music and heavy metal. They're both creative and at ease but not outgoing.
Don't worry about what people think of you because of the music you listen to. Music is the best thing in the world
More than 36,000 people from all over the world were asked to rate 104 musical styles and also questioned about aspects of their personality.
The study is continuing and Prof North, who is head of the university's department of applied psychology, is still looking for participants to take part in a short online questionnaire.
|  | High self-esteem, creative, outgoing, gentle and at ease |
| | High self-esteem, creative, outgoing and at ease |
| | High self-esteem, creative, introvert and at ease |
| | High self-esteem, outgoing |
| | High self-esteem, creative, gentle |
| | Hardworking, outgoing |
| | High self-esteem, creative, not hardworking, outgoing, gentle and at ease |
| | Creative, outgoing, not gentle |
| | Low self-esteem, creative, not hard working, not gentle |
| | Creative, outgoing |
| | Low self-esteem, creative, not hard-working, not outgoing, gentle, at ease |
| | High self-esteem, not creative, hardworking, outgoing, gentle, not at ease |
| | High self-esteem, creative, outgoing, gentle, at ease |
Source: Heriot-Watt University
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