A recent study by Hassabis et al. suggests that the brain constructs 'personality models' of other people. When imagining another individual, multi-voxel patterns of fMRI activation in the medial prefrontal cortex (mPFC) contained information about the individual's unique combination of personality traits. The authors propose that, in concert with other regions, the mPFC assembles a model of another's personality that is ultimately used to predict behavior.