Psychological targeting as an effective approach to digital mass persuasion.
Psychological targeting as an effective approach to digital mass persuasion.
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DOI：
10.1073/pnas.1710966114
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发表时间：
2017-11-28
影响因子：
11.1
通讯作者：
Stillwell DJ
中科院分区：
文献类型：
--
作者：
Matz SC;Kosinski M;Nave G;Stillwell DJ
基于数字足迹心理特征评估的最新进展，本文论证了心理大众说服的有效性，即对一大群人的心理特征进行说服性诉求，以影响他们的行为。一方面，这种形式的心理大众说服可以帮助人们做出更好的决定，过上更健康、更幸福的生活。另一方面，它可以用来暗中利用他们性格上的弱点，说服他们采取违背自己最大利益的行动，强调政策干预的潜在需要。人们在许多不同的背景下都会接触到说服性沟通：政府、公司和政党利用说服性诉求来鼓励人们吃得更健康、购买特定产品或投票给特定候选人。实验室研究表明，当这种说服性诉求根据个人独特的心理特征量身定制时，可以更有效地影响行为。然而，现实世界中大规模心理说服的调查受到心理评估基于问卷调查的性质的阻碍。然而，最近的研究表明，人们的心理特征可以通过他们的数字足迹（例如 Facebook 点赞或推文）准确预测。利用这种来自数字足迹的心理评估形式，我们在生态有效的环境中测试了心理说服对人们实际行为的影响。在三项针对超过 350 万人进行心理定制广告的实地实验中，我们发现，将说服性诉求的内容与个人的心理特征相匹配，可以显着改变他们的行为（通过点击和购买来衡量）。与人们的外向性或开放性体验水平相匹配的有说服力的吸引力比不匹配或非个性化的同行增加了 40% 的点击量和 50% 的购买量。我们的研究结果表明，心理定位的应用可以通过针对目标受众的心理需求定制有说服力的诉求来影响一大群人的行为。我们讨论了这种方法帮助个人做出更好决策的潜在好处，以及与操纵和隐私相关的潜在陷阱。
Building on recent advancements in the assessment of psychological traits from digital footprints, this paper demonstrates the effectiveness of psychological mass persuasion—that is, the adaptation of persuasive appeals to the psychological characteristics of large groups of individuals with the goal of influencing their behavior. On the one hand, this form of psychological mass persuasion could be used to help people make better decisions and lead healthier and happier lives. On the other hand, it could be used to covertly exploit weaknesses in their character and persuade them to take action against their own best interest, highlighting the potential need for policy interventions. 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 psychological assessment from digital footprints, we test the effects of psychological persuasion on people’s actual behavior in an ecologically valid setting. In three field experiments that reached over 3.5 million individuals with psychologically tailored advertising, we find that matching the content of persuasive appeals to individuals’ psychological characteristics significantly altered their behavior as measured by clicks and purchases. Persuasive appeals that were matched to people’s extraversion or openness-to-experience level resulted in up to 40% more clicks and up to 50% more purchases than their mismatching or unpersonalized counterparts. Our findings suggest that the application of psychological targeting makes it possible to influence the behavior of large groups of people by tailoring persuasive appeals to the psychological needs of the target audiences. We discuss both the potential benefits of this method for helping individuals make better decisions and the potential pitfalls related to manipulation and privacy.
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DOI：
10.1126/science.1167742
发表时间：
2009-02-06
期刊：
Science (New York, N.Y.)
影响因子：
--
作者：
Lazer D;Pentland A;Adamic L;Aral S;Barabasi AL;Brewer D;Christakis N;Contractor N;Fowler J;Gutmann M;Jebara T;King G;Macy M;Roy D;Van Alstyne M
通讯作者：
Van Alstyne M
DOI：
10.1111/j.1751-9004.2007.00055.x
发表时间：
2008-01-01
影响因子：
4.6
作者：
Cesario, Joseph;Higgins, E. Tory;Scholer, Abigail A.
通讯作者：
Scholer, Abigail A.
DOI：
10.1073/pnas.1218772110
发表时间：
2013-04-09
影响因子：
11.1
作者：
Kosinski, Michal;Stillwell, David;Graepel, Thore
通讯作者：
Graepel, Thore
影响因子：
4.8
作者：
Moon, Y
通讯作者：
Moon, Y
影响因子：
7.6
作者：
PAULHUS, DL;REID, DB
通讯作者：
REID, DB