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One Facebook ‘like’ is all it takes to target adverts, academics find

Online ad campaigns based on smallest expressions of preference reveal effect of ‘mass psychological persuasion’

Online ad campaigns created by academics in Britain and the US have targeted millions of people based on psychological traits perceived from a single “like” on Facebook – demonstrating, they say, the effect of “mass psychological persuasion”.

More than 3.5 million people, mostly women in the UK aged 18-40, were shown online adverts tailored to their personality type after researchers found that specific Facebook likes reflected different psychological characteristics.

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