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Technology One Facebook ‘like’ is all it takes for targeted adverts

17:37  14 november  2017
17:37  14 november  2017 Source:   alphr.com

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show ad . Just one Facebook ' like ' is all it takes for advertisers to know your personality type and influence your behaviour with targeted ads . They showed these adverts to people based on a single ' like ' linked to their page that suggested they were either an introvert or extrovert.

Online ad campaigns based on smallest expressions of preference reveal effect of ‘mass psychological persuasion’.

One Facebook ‘like’ is all it takes for targeted adverts© Alphr.com One Facebook ‘like’ is all it takes for targeted adverts Researchers in the UK and US have showed how “mass psychological persuasion” can be used to target people on Facebook with advertisements, using nothing more than a single ‘like’.

More than 3.5 million people aged between 18-40 were gauged to be either introverted or extroverted, based only on a single ‘like’ per person.

Once an individual’s psychological characteristics had been discerned, they were shown tailored advertisements that reflected these personality types. These targeted campaigns boosted clicks for beauty products and apps by up to 40%, and sales for up to 50% compared with untargeted ads.

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By targeting Facebook adverts at people based on personality types garnered from single ‘ likes ’ such as these, the Impressively (or scarily, depending which position you take ), those targeted with an ad that “matched” their personality, were 54 percent more likely to buy the advertised product.

By targeting Facebook adverts at people based on personality types garnered from single ' likes ' such as these, the Impressively (or scarily, depending which position you take ), those targeted with an ad that "matched" their personality, were 54 percent more likely to buy the advertised product.

The study, published in the US journal Proceedings of the National Academy of Sciences, aims to show how even a miniscule interaction online could be used to influence thought and action. The work was carried out for unnamed companies, although the researchers did not benefit financially from the ad campaigns.

“The capacity to implement psychological mass persuasion in the real world carries both opportunities and ethical challenges,” the paper reads. “On the one hand, psychological persuasion could be used to help individuals make better decisions and alleviate many of today’s societal ills.

“On the other hand, psychological persuasion might be used to exploit ‘weaknesses’ in a person’s character. It could, for instance, be applied to target online casino advertisements at individuals who have psychological traits associated with pathological gambling.”

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They showed these via Facebook ’s advertising platform to people who had liked a single item identifying them as one personality type or the other. The first field experiment targeted more than 3 million UK women aged 18-40 with adverts for an online beauty retailer.

A new study finds one Facebook like is all it takes for advertisers to tailor ads to your psychological profile. Targeting ads this way resulted in a 40% jump in clicks and 50% jump in purchases.

The researchers also mention reports that campaigns in the 2016 US presidential election used psychological profiles of millions of US citizens to suppress their votes and keep them away from the ballots on election day. “The veracity of this news story is uncertain,” they add, noting that it does illustrate how “psychological mass persuasion” could be abused on a wider scale than selling beauty products.

“We wanted to provide some scientific evidence that psychological targeting works, to show policymakers that it works, to show people on the street that it works, and say this is what we can do simply by looking at your Facebook likes. This is the way we can influence behaviour,” Sandra Matz, one of the study’s authors and a computational social scientist at Columbia Business School in New York, told the Guardian.

While there has been criticism about whose hands the research plays into, it does show just how little information a user needs to give about themselves – and how seemingly innocuous that data needs to be – for it to be leveraged on a large scale.

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More than 3.5 million people, mostly women in the UK aged 18-40, were shown online adverts tailored to their personality type after researchers found that specific Facebook likes reflected different psychological characteristics.

How do I target people who have previously messaged my busin Page Likes . I'm a developer. How can I integrate Facebook with my app? Ad Targeting . Ads . It would be so helpful, and I think that's how our competitor found me?

In October Alphr spoke to the inventor of the Facebook ‘like’ button – Justin Rosenstein – who spoke about the initial impetus behind the mechanism and noted that tech companies have a “huge responsibility” to think about the kinds of behaviours they are generating in the world.

“Humans are very malleable,” said Rosenstein. “It's like architecture. Architects will understand that [one] structure will cause people to flow while certain architectures will cause people to feel isolated. Others will cause people to come together. When you're architecting software, you're creating similar dynamics where you can result in people exhibiting different kinds of behaviours in their lives unconsciously.”

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