It's not that simple, because they're as fickle as humans, but overall...

[He regrets being forced into the Exposition Guy role.]

The Northern spirits are drawn to powerful people, the West likes free spirits and thinkers, the Southern spirits prefer gentleness and kindness, and the Eastern spirits somehow like people who are withdrawn and bitter or who believe in authoritarianism. There's some flexibility to it, but those are the broad strokes.