Social Science

It just takes one “like”

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Science  15 Dec 2017:
Vol. 358, Issue 6369, pp. 1398-1399
DOI: 10.1126/science.358.6369.1398-d

The power of using social media to target ads was demonstrated in a study of 3.7 million women. Matz et al. first used data from myPersonality, an app that provides users with psychological tests, to generate a set of Facebook “likes” that would appeal to different people based on their level of extroversion or openness to the unusual. Graphic designers then created ads that would appeal to these personality types. In three field experiments, individuals who associated with as little as one target “like” used to establish a profile were more likely to click on the appropriate ad and to make a purchase than if they were mismatched or unmatched.

Proc. Natl. Acad. Sci. U.S.A. 10.1073/pnas.1710966114 (2017).

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