Psychological targeting as an effective approach to digital mass persuasion

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目录

心理定位是数字大众说服的有效方式

S. C. Matz, M. Kosinski, G. Nave and D. J. Stillwell. ( 2017) Psychological targeting as an effective approach to digital mass persuasion. PNAS.114 (48) 12714-12719 https://doi.org/10.1073/pnas.1710966114 [1]

Wu Youyou, Michal Kosinski and David Stillwell (2015) Computer-based personality judgments are more accurate than those made by humans. PNAS. 201418680; https://doi.org/10.1073/pnas.1418680112 [2]

思考

Digital footprints -> psychological characteristics -> behavior Digital footprints -> behavior 为什么要有tailed to psychological characteristics这个过程 input 不需要有严格的要求,文中就只是是根据Facebook likes output 应用更加广泛,推荐更有技巧(语言/图片)

研究

Capitalizing on the assessment of psychological traits from digital footprints, we conducted three real-world experiments that reached more than 3.7 million people. Our experiments demonstrate that targeting people with persuasive appeals tailored to their psychological profiles can be used to influence their behavior as measured by clicks and conversions.

  • study 1:

the degree of extraversion

   2 (Ad Personality: Introverted vs. Extraverted) × 2 (Audience Personality: Extraverted vs. Introverted) 

TargetingF1.large.jpg

  • study 2:

the degree of openness

  • study 3:

predefined audience

问题

  • Likes代替足迹,太间接,而且只能对应到一个target like。Appendix中Validation of Targeting Procedure只有119人完成问卷。
  • ‘We extracted lists of Likes indicative of high and low levels of each of these traits from the myPersonality.org database.’ 怎么判断这些词是符合trait的呢?

根据人的Facebook like和IPIP来选择target like,再根据target like来选择target person。

  • 为什么没有设计对照组呢,比较根据心理特点和随机发放广告的情况

References

  1. S. C. Matz, M. Kosinski, G. Nave and D. J. Stillwell. ( 2017) Psychological targeting as an effective approach to digital mass persuasion. PNAS.114 (48) 12714-12719 https://doi.org/10.1073/pnas.1710966114
  2. Wu Youyou, Michal Kosinski and David Stillwell (2015) Computer-based personality judgments are more accurate than those made by humans. PNAS. 201418680; https://doi.org/10.1073/pnas.1418680112
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