Internet Marketing – Big data in action!-2

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
•    Experts used whether people liked
certain pages to figure out their
•    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
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
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
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