Psychological targeting as an effective approach to digital mass persuasion.

ABSTRACT: People are exposed to persuasive communication across many different contexts: Governments, companies, and political parties use persuasive appeals to encourage people to eat healthier, purchase a particular product, or vote for a specific candidate. Laboratory studies show that such persuasive appeals are more effective in influencing behavior when they are tailored to individuals' unique psychological characteristics. However, the investigation of large-scale psychological persuasion in the real world has been hindered by the questionnaire-based nature of psychological assessment. Recent research, however, shows that people's psychological characteristics can be accurately predicted from their digital footprints, such as their Facebook Likes or Tweets. Capitalizing on this form of psycho

SUBMITTER: Matz SC 

PROVIDER: S-EPMC5715760 | biostudies-literature | 2017 Nov

REPOSITORIES: biostudies-literature