Psychological targeting

Abstract

Psychological targeting of advertising using Facebook profiles has been a contentious issue of late. Researchers from Columbia University, Stanford University, University of Pennsylvania, and Cambridge University, but separate from Cambridge Analytica, report results suggesting that psychological targeting using Facebook is so effective that its use should be regulated (1). Here, we show that their findings actually refute the proposition that psychological targeting is more effective than normal advertising. Psychological targeting involves tailoring advertising messages to an individual’s personality traits [e.g., dominant, submissive (2)]. Matz et al. (1) used the myPersonality.org database, which matches millions of people’s Facebook likes … [↵][1]1To whom correspondence should be addressed. Email: byron.sharp{at}marketingscience.info. [1]: #xref-corresp-1-1

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