Social Psychology. “The Big 3” – Studies in Social Psychology.
Big data psychology
-
Upload
peer-1-hosting -
Category
Technology
-
view
970 -
download
0
Transcript of Big data psychology
![Page 2: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/2.jpg)
Cambridge University Psychometrics Centre
• 30 years of experience in psychological assessment
• Strategic Network of Cambridge University = expertise in wide variety of disciplines
![Page 3: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/3.jpg)
![Page 4: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/4.jpg)
![Page 5: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/5.jpg)
DIGITAL FOOTPRINT Also:
• Email / texts
• Verbal conversations
• Physical movement data
• Credit card records
• …
![Page 6: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/6.jpg)
![Page 7: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/7.jpg)
Get some data related to an
individual
(purchase history, Facebook profile, tweets,
email, web browsing history)
Translate it to Facebook Graph ID
(Oreo = 114998944652)
Send it to ApplyMagicSauce
API
Get a detailed psycho-
demographic profile
![Page 8: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/8.jpg)
![Page 9: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/9.jpg)
How accurate is digital profiling?
![Page 10: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/10.jpg)
Validation study: 1. 60.000 US Facebook users 2. Detailed psycho-demographic profiles 3. Tested the accuracy of predictive models
Kosinski, M., Stillwell, D.J., Graepel, T. (2013) Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences (PNAS).
![Page 11: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/11.jpg)
Prediction Accuracy: Numeric Variables
![Page 12: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/12.jpg)
Only Facebook Likes?
(Other digital footprints are even more informative)
![Page 13: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/13.jpg)
Applications in marketing
![Page 14: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/14.jpg)
Detailed psychological profiles of each and every consumer
(both in online and offline environment)
![Page 15: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/15.jpg)
Psychological profiles of groups
(customers/fans/audience/readers/etc)
![Page 16: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/16.jpg)
Openness Conservative & traditional
Spontaneous & impulsive
Contemplative & happy with own company
Competitive & Working alone
Competitive & Working alone
Liberal & artistic
Well organized & hard working
Engaged with outside world
Team working & trusting
Laid back & relaxed
Conscientiousness
Extraversion
Agreeableness
Neuroticism
![Page 17: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/17.jpg)
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism
Low High Intelligence
Conservative & traditional
Spontaneous & impulsive
Contemplative & happy with own company
Competitive & Working alone
Competitive & Working alone
Liberal & artistic
Well organized & hard working
Engaged with outside world
Team working & trusting
Laid back & relaxed
![Page 18: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/18.jpg)
Target anonymous users using psychological profiles
![Page 19: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/19.jpg)
Extraverted & open to experience
Well organized & competitive
Cooperative & happy
High IQ
![Page 20: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/20.jpg)
Build your own predictive models
![Page 21: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/21.jpg)
Adjust your offer and language on the individual & group level
![Page 22: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/22.jpg)
Agency and Communion on Facebook: An Open Vocabulary Analysis of Gender (submitted) Gregory Park, H. Andrew Schwartz, Margaret L. Kern, Johannes C. Eichstaedt, Adam M. Croom, Lyle H. Ungar, Martin E. P. Seligman, Michal Kosinski, David Stillwell
![Page 23: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/23.jpg)
![Page 24: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/24.jpg)
Language used
![Page 25: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/25.jpg)
Language used
![Page 26: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/26.jpg)
Language used
![Page 27: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/27.jpg)
Language used
![Page 28: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/28.jpg)
Language used
![Page 29: Big data psychology](https://reader033.fdocuments.in/reader033/viewer/2022060117/5585a93bd8b42a711a8b4d4a/html5/thumbnails/29.jpg)
RISKS • Digital withdrawal
• Fake footprints
• Legal issues
• Creepy targeting