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.
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.
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.
The importance of family support on a child’s ‘school readiness’ is highlighted in a study published this month in the British Journal of Educational Psychology. Researchers developed and piloted a new index that might provide a simple and stress-free alternative to the government’s proposed baseline assessments for four-year-olds starting school.
Researchers have found that, based on enough Facebook Likes, computers can judge your personality traits better than your friends, family and even your partner. Using a new algorithm, researchers have calculated the average number of Likes artificial intelligence (AI) needs to draw personality inferences about you as accurately as your partner or parents.
Research shows that intimate personal attributes can be predicted with high levels of accuracy from ‘traces’ left by seemingly innocuous digital behaviour, in this case Facebook Likes. The study raises important questions about personalised marketing and online privacy.