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Research Article

Psychological targeting as an effective approach to digital mass persuasion

S. C. Matz, View ORCID ProfileM. Kosinski, G. Nave, and D. J. Stillwell
  1. aColumbia Business School, Columbia University, New York City, NY 10027;
  2. bGraduate School of Business, Stanford University, Stanford, CA 94305;
  3. cWharton School of Business, University of Pennsylvania, Philadelphia, PA 19104;
  4. dCambridge Judge Business School, University of Cambridge, Cambridge, CB2 3EB, United Kingdom

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PNAS November 28, 2017 114 (48) 12714-12719; first published November 13, 2017; https://doi.org/10.1073/pnas.1710966114
S. C. Matz
aColumbia Business School, Columbia University, New York City, NY 10027;
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  • For correspondence: sm4409@gsb.columbia.edu
M. Kosinski
bGraduate School of Business, Stanford University, Stanford, CA 94305;
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  • ORCID record for M. Kosinski
G. Nave
cWharton School of Business, University of Pennsylvania, Philadelphia, PA 19104;
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D. J. Stillwell
dCambridge Judge Business School, University of Cambridge, Cambridge, CB2 3EB, United Kingdom
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  1. Edited by Susan T. Fiske, Princeton University, Princeton, NJ, and approved October 17, 2017 (received for review June 17, 2017)

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Article Information

vol. 114 no. 48 12714-12719
DOI: 
https://doi.org/10.1073/pnas.1710966114
PubMed: 
29133409

Published By: 
National Academy of Sciences
Print ISSN: 
0027-8424
Online ISSN: 
1091-6490
History: 
  • Published in issue November 28, 2017.
  • Published first November 13, 2017.

Article Versions

  • Previous version (November 13, 2017 - 11:40).
  • You are viewing the most recent version of this article.
Copyright & Usage: 
Copyright © 2017 the Author(s). Published by PNAS. This open access article is distributed under Creative Commons Attribution-NonCommercial-NoDerivatives License 4.0 (CC BY-NC-ND).

Author Information

  1. S. C. Matza,1,
  2. M. Kosinskib,2,
  3. G. Navec, and
  4. D. J. Stillwelld,2
  1. aColumbia Business School, Columbia University, New York City, NY 10027;
  2. bGraduate School of Business, Stanford University, Stanford, CA 94305;
  3. cWharton School of Business, University of Pennsylvania, Philadelphia, PA 19104;
  4. dCambridge Judge Business School, University of Cambridge, Cambridge, CB2 3EB, United Kingdom
  1. Edited by Susan T. Fiske, Princeton University, Princeton, NJ, and approved October 17, 2017 (received for review June 17, 2017)

Footnotes

  • ↵1To whom correspondence should be addressed. Email: sm4409{at}gsb.columbia.edu.
  • ↵2M.K. and D.J.S. contributed equally to this work.

  • Author contributions: S.C.M. and M.K. designed research; S.C.M., M.K., and D.J.S. performed research; S.C.M. analyzed data; and S.C.M., M.K., G.N., and D.J.S. wrote the paper.

  • Conflict of interest statement: D.J.S. received revenue as the owner of the myPersonality Facebook application until it was discontinued in 2012. Revenue was received from displaying ads within the application and charging for a premium personality test. The revenue received by D.J.S. was unrelated to the studies presented in this paper, and there will be no future revenue generated from the application. None of the authors received any compensation for working on the marketing campaigns used to collect data for the studies presented in this manuscript.

  • This article is a PNAS Direct Submission.

  • Data deposition: The data reported in this paper have been deposited in the Open Science Framework (OSF), https://osf.io/srjv7/?view_only=90316b0c2e06420bbc3a1cc857a9e3c7.

  • This article contains supporting information online at www.pnas.org/lookup/suppl/doi:10.1073/pnas.1710966114/-/DCSupplemental.

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Article usage

Article usage: November 2017 to April 2021

AbstractFullPdf
Nov 20171327262043609
Dec 2017789319253491
Total 20172116581297100
Jan 201821181186864
Feb 201816491513585
Mar 2018388043591641
Apr 2018392837801295
May 201823012470821
Jun 201822342391605
Jul 201824792508736
Aug 2018217621991502
Sep 201814741535531
Oct 20183301727636
Nov 20181661554508
Dec 20181042217623
Total 2018228392743910347
Jan 20191471554484
Feb 20191481196573
Mar 20192021425727
Apr 2019931573490
May 2019381456426
Jun 2019221413555
Jul 2019391405361
Aug 2019191522430
Sep 2019151429550
Oct 2019302131732
Nov 2019234439563
Dec 2019241542459
Total 2019800210856350
Jan 2020461869468
Feb 2020372070684
Mar 2020181730665
Apr 2020371968567
May 2020323091523
Jun 2020401650597
Jul 2020341403713
Aug 2020351574893
Sep 20202418701079
Oct 202010526451344
Nov 202010123241158
Dec 202010817881083
Total 2020617239829774
Jan 20213324671145
Feb 20211922021271
Mar 2021292546728
Apr 202113839191
Total 20219480543335
Total455158868936906
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Psychological targeting in digital mass persuasion
S. C. Matz, M. Kosinski, G. Nave, D. J. Stillwell
Proceedings of the National Academy of Sciences Nov 2017, 114 (48) 12714-12719; DOI: 10.1073/pnas.1710966114

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Psychological targeting in digital mass persuasion
S. C. Matz, M. Kosinski, G. Nave, D. J. Stillwell
Proceedings of the National Academy of Sciences Nov 2017, 114 (48) 12714-12719; DOI: 10.1073/pnas.1710966114
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This article has Letters. Please see:

  • Relationship between Research Article and Letter - August 03, 2018
  • Relationship between Research Article and Letter - May 18, 2018

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  • Reply to Sharp et al.: Psychological targeting produces robust effects
    - Aug 03, 2018
  • Reply to Eckles et al.: Facebook’s optimization algorithms are highly unlikely to explain the effects of psychological targeting
    - May 18, 2018
Proceedings of the National Academy of Sciences: 114 (48)
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