ABSTRACT
Astrological personality description is a main attraction of astrology and while sharing several common purposes with psychological personality profiling, it gained greater popularity among youth and laypersons. We conducted a consensual qualitative research on the astrological personality descriptions to explore whether there is a special style of personality description that may have contributed to its continued popularity. We collected texts from seven influential Chinese astrology websites or astrology sections from internet portals. Our analysis formulated a framework of statement style of astrological personality descriptions including seven domains with seventeen categories. Several domains unique to horoscope could be the difference between Astrological personality description and personality psychology. The internal structure, domain implication and their relationship with horoscope attraction are discussed.
