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Just one Facebook ‘like’ is all it
takes for advertisers to know your personality type and influence your behaviour with targeted ads • Ads created by researchers targeted
millions of people based on a single ‘like’ • Experts used whether people liked
certain pages to figure out their
personality • These traits were used to target ads,
boosting sales by up to 50 per cent • Study reveals even the smallest
‘digital footprint’ can be used to influence the behaviour of large groups of people Facebook ad campaigns created by
British and US researchers have targeted and influenced the behaviour of millions of people based on a single ‘like’. Scientists used whether people liked
certain pages to figure out their personality type, showing the effect of ‘mass psychological persuasion’, the researchers said. They found that people who like
specific Facebook pages, such as Lady Gaga’s fan page, are more likely to be outgoing and confident. People who like other items, such as
the official page for the Sci-Fi TV show Stargate, are more likely to be shy and reserved. By targeting Facebook adverts at people
based on personality types garnered from single ‘likes’ such as these, the researchers boosted sales of beauty products and gaming apps 50 per cent compared with un-targeted adverts. Extroverts responded more positively to
advertising messages when the beauty retailer’s ad was focused on extroverted preferences and interests. For instance, the ad may have showed a
group of women in a social situation, dancing, and having fun, accompanied by ad copy saying: ‘Dance like no one’s watching (but they totally are)’. Introverts responded more positively to
ads that focused on introverted preferences. A single woman by herself
in a quiet environment, enjoying her ‘me-time,’ accompanied by ad copy saying: ‘Beauty doesn’t have to shout’. ‘Psychological targeting could be used
to exploit weaknesses in people’s character and persuade them to take action against their best interest,’ Online casinos could
target ads at individuals who have psychological traits associated with pathological gambling. ‘Our findings illustrate how
psychological mass persuasion could be used to manipulate people to behave in ways that are neither in their best interest nor in the best interest of society.’ If you missed it:
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