Using a Personality-Profiling Algorithm to Investigate Political Microtargeting
Assessing the Persuasion Effects of Personality-Tailored Ads on Social Media
Bibliographic Data
| ID | 21424331 |
|---|---|
| Authors | Brahim Zarouali (0000-0003-1042-4635, University of Amsterdam, The Netherlands, corresponding author), Tom Dobber (0000-0002-6657-4037, University of Amsterdam, The Netherlands), Guy De Pauw (Textgain, Antwerp, Belgium), Claes H De Vreese (0000-0002-4962-1698, University of Amsterdam), Claes De Vreese (University of Amsterdam, The Netherlands) |
| Year | 2022 |
| Volume | 49 |
| Issue | 8 |
| Pages | 1066-1091 |
| Publication date | 2022-12-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Communication Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-6502 • E-ISSN: 1552-3810 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/0093650220961965 |
| OpenAlex | W3093993845 |
| Language | EN |
| Citations received | 78 |
| References cited | 60 |
Political advertisers have access to increasingly sophisticated microtargeting techniques. One such technique is tailoring ads to the personality traits of citizens. Questions have been raised about the effectiveness of this political microtargeting (PMT) technique. In two experiments, we investigate the causal effects of personality-congruent political ads. In Study 1, we first assess participants’ extraversion trait by means of their own text data (i.e., by using a personality profiling algorithm), and in a second phase, target them with either a personality-congruent or incongruent political ad. In Study 2, we followed the same protocol, but instead targeted participants with emotionally-charged congruent ads, to establish whether PMT can be effective on an affect-based level. The results show evidence that citizens are more strongly persuaded by political ads that match their own personality traits. These findings feed into relevant and timely contributions to a salient academic and societal debate
Big Five personality traits · Extraversion and introversion · Personality · Persuasion · Political communication · Political science · Politics · Profiling (computer programming) · Salient · Trait · Artificial Intelligence · Computer Science · Media Influence and Health · Personality Traits and Psychology · Psychology · Social and Intergroup Psychology · Social Psychology
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| Unique citing works | 78 |
|---|---|
| Citations per year | 15,6 |
| Citation span | 2021 - 2026 (6) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 75 |