Canada Goose Jackets How Researchers Learned to Use Facebook ‘Likes’ to Sway Your Thinking
Canada Goose Parka Perhaps at some point in the past few years you’ve told Facebook that you like, canada goose uk outlet say, Kim Kardashian West. When you hit the thumbs up button on her page, you probably did it because you wanted to see the reality TV star’s posts in your news feed. Maybe you realized that marketers could target advertisements to you based on your interest in her.
canada goose What you probably missed is that researchers canada goose black friday sale had figured out how to tie your interest in Ms. Kardashian West to certain personality traits, such as how Canada Goose online extroverted you are (very), how conscientious (more than most) and how open minded (only somewhat). And when your fondness for Ms. Kardashian West is combined with other interests you’ve indicated on Facebook, researchers believe canada goose store their algorithms can predict the nuances of your political views Canada Goose sale with better accuracy than your loved ones.
canada goose coats on sale As The New York Times reported on Saturday, that is what motivated the Canada Goose Outlet consulting firm Cambridge Analytica to collect data from Canada Goose Online more than 50 million Facebook users, without their consent, to build its own behavioral models to target potential voters Canada Goose Jackets in various political campaigns. The company has worked for a political uk canada goose outlet action committee started by John R. Bolton, who served in the George W. Bush administration, as well as for President Trump’s presidential campaign in 2016. “We buy canada goose jacket find your voters and move them to action,” on its website.
cheap Canada Goose Cambridge Analytica now says it has destroyed https://www.uscanadagooseoutletsale.com the user data it collected on Facebook. Raw data reviewed by The Times suggests the canada goose uk black friday information, or copies of it, may still exist. In either case, specific user information was merely a means to an end, a building block in a far more ambitious construction: a behavioral model powerful enough to manipulate people’s activity and, potentially, sway elections.
The firm adapted its approach to personality modeling from studies canadian goose jacket conducted by researchers at Stanford University and the Psychometrics Center at the University of Cambridge. The studies relied on data collected by a Facebook app called myPersonality, a 100 question quiz developed by the Psychometrics Center that assessed a person’s openness, conscientiousness, extroversion, agreeableness canada goose factory sale and neuroticism, traits commonly referred to in the academic community by the acronym Ocean. That allowed researchers to cross reference the results of the quiz numeric Ocean scores cheap canada goose uk with the users’ Facebook “likes,” and build a model from the correlations they found between the two. With that model, the researchers could often make precise Canada Goose Parka guesses about subsequent users’ personalities using only a list of their likes, no 100 question quiz necessary.
buy canada goose jacket cheap One of the studies the Psychometrics Center produced, published in 2015 in the Proceedings of the National Academy of Sciences, was built on the “likes” and Ocean scores of more than 70,000 respondents who took the myPersonality quiz on Facebook.
In that study, the researchers compared the accuracy of their model with personality assessments made by the respondents’ friends. The friends were given a 10 question version of the myPersonality quiz and canada goose clearance asked to answer based on their knowledge of the respondents’ personalities.
canada goose clearance Based on a sample of more cheap Canada Goose than 32,000 participants who were assessed by both the buy canada goose jacket cheap model and one or two friends, the researchers found that the model, using just 10 likes, was more accurate than a work colleague. With 70 likes, it was more accurate than a friend or roommate; canada goose coats on sale with 150, more accurate uscanadagooseoutletsale than a family member; and with 300, more accurate than canada goose a spouse.
canada goose clearance sale The model, the researchers said, was particularly adept at “predicting life outcomes such as substance use, political attitudes and physical health.” The real world efficacy of the approach, however, has been called into question.
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canada goose store When Cambridge Analytica approached the Psychometrics Center about using its models, the center declined. Cambridge Analytica then turned to Aleksandr Kogan, a psychology professor at Cambridge University who was familiar with the center’s work. Dr. Kogan developed a Facebook app called “thisisyourdigitallife,” a quiz similar to myPersonality, and used it to harvest data from more than 50 million Facebook profiles. Of those, 30 million contained enough information to generate personality profiles. Kogan’s app to have access to their data, and all were told that their information was canada goose coats being used Canada Goose Coats On Sale for academic research.
canada goose coats Cambridge then pitched its services to potential political and commercial canada goose uk shop clients, ranging from Mastercard and the New York Yankees to the Joint Chiefs of Staff.
canada goose deals Facebook has now banned Cambridge Analytica from its platform, canada goose clearance sale as well as its uk canada goose parent company and Dr. Kogan. In Facebook’s eyes, Dr. Kogan’s infraction was not collecting the data, but giving it to Cambridge Analytica.
canada goose black friday sale “Although Kogan gained access to this information in a legitimate way and through the proper channels that governed all developers on Facebook at that time, he did not subsequently abide by our rules,” Facebook’s deputy general counsel said in a statement on Friday.
By handing over that information to a private company, Facebook said, Dr. Kogan violated its terms of service.
Canada Goose sale Facebook in 2015 changed its policies, including altering rules about how third party apps can gain access to information about users’ friends. But user data collected through such apps over the years probably remains in the wild, not to mention the models that can continue to be used to target people around the world.
buy canada goose jacket Correction: March 23, 2018
canadian goose jacket An earlier version of this article misstated the title of Michal Kosinski, a researcher who helped develop the model that created personality profiles from Facebook He is a professor of organizational behavior, not a professor of computer science.