Maria-Louisa Wightman, Guillaume Bied, Tijl De Biecs.AI
As Large Language Models (LLMs) are increasingly used as a primary source of information and advice, understanding their alignment to humans in terms of values becomes a pressing concern. A growing literature has leveraged large scale surveys to investigate to what extent LLMs' and humans' stated values and opinions align. With limited exceptions, studied populations have been defined country borders or cultural bounds. Yet, this focus neglects the role that socio-demographic divides may play for value alignment disparities. Relying on the European Social Survey, we address this knowledge gap by considering value alignment displayed with respect to 10 prominent commercial LLMs in terms of 15 socio-demographic variables as well as country of residence. Our analyses reveal that LLMs are indeed unequally aligned to the values of different socio-demographic groups, notably those defined by education, income, occupation and religion. When examining alignment at the individual level, a respondent's country, taken as a stand-alone variable, explains a substantial amount of variation that is on par with the full set of considered socio-demographics. Further disentangling the respective role of country-level and socio-demographic factors, we find they are complementary in explaining value alignment patterns, with their relative weights varying across the subset of questions considered.
Recent studies use Large language models (LLMs) to simulate human opinions and decisions by prompting models with demographic, attitudinal, or persona-based descriptions. Yet such simulations rarely model the practical, cognitive, or social frictions that shape how people respond to policy interventions. Perceived transaction cost (PTC) provides a useful lens for modeling the practical frictions that shape policy responses, such as information burden, administrative effort, coordination demands, and perceived uncertainty. We use this lens to develop a friction-aware persona modeling approach for LLM-based simulation. In the context of energy-efficient renovation (EER), tenants are represented not only by who they are demographically, but by how they perceive the costs, benefits, barriers, and uncertainties associated with proposed renovation plans. Using survey data collected from 1,068 citizens in the Netherlands, comprising approximately 40,548 survey question and answer pairs, we compare prompt-only and fine-tuned settings across GPT-3.5-turbo, Ministral-8B-Instruct, and Llama-3.1-8B-Instruct, and evaluate supervised fine-tuning (SFT) and Group Relative Policy Optimization (GRPO) for local open-weight models. Results show that incorporating PTC-based personas and reasoning consistently improves model performance across both prompt-only and fine-tuned settings, suggesting that PTC-based persona design provides a useful bridge between institutional policy theory and interpretable LLM-based policy simulation. Code is available at https://github.com/xiaweijie1996/socialagent.