Opinion: What can we learn about you from just one click?

14 Nov 2017

How effective is psychological targeting in advertising? Dr Sandra Matz, a former PhD student at Cambridge now based at Columbia University, and her co-authors, including Dr David Stillwell from the Cambridge Psychometrics Centre, have published a new study which demonstrates that companies only need one Facebook ‘like’ to effectively target potential customers. 

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Frankly, do we give a damn…? Study finds links between swearing and honesty

16 Jan 2017

It’s long been associated with anger and coarseness but profanity can have another, more positive connotation. Psychologists have learned that people who frequently curse are being more honest. Writing in the journal Social Psychological and Personality Science a team of researchers from the Netherlands, the UK, the USA and Hong Kong report that people who use profanity are less likely to be associated with lying and deception.

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Footprints

How to read a digital footprint

23 Jun 2015

Researchers are using social media data to build a picture of the personalities of millions, changing core ideas of how psychological profiling works. They say it could revolutionise employment and commerce, but the work must be done transparently.

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Thinkin' about the code

Are we being sold online?

27 Oct 2012

A panel discussion for the Festival of Ideas examines whether social media giants are profiting from our willingness to share the most intimate details of our lives online, and whether we should be worried by this compromise to our privacy.

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A screengrab of Barack Obama's typical Facebook fan from LikeAudience.

With friends like these…

22 Apr 2011

Cambridge researchers have created a website that combines the Facebook profiles of fans of companies and public figures with personality testing to create what they are describing as a “revolutionary” new marketing tool.

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