Exploring Psychological Targeting and the Power of AI with Sandra Matz

In this episode of the Behavioral Design Podcast, hosts Aline and Samuel sit down with Sandra Matz, leading expert on psychological targeting and Associate Professor of Business at Columbia Business School.

As a computational social scientist, Sandra uses Big Data analytics and experimental methods to study human behavior, uncovering how psychological traits influence business outcomes like financial well-being, consumer satisfaction, and team performance.

The conversation covers how digital footprints from social media, GPS data, and more are leveraged to create psychological profiles, shaping everything from advertisements to decision-making. Sandra provides unique insights into the controversial Cambridge Analytica case and discusses the democratization of personalized content generation through tools like ChatGPT.

Whether you're curious about personality psychology, the ethics of data privacy, or the evolving role of AI, this episode is a must-listen.

LINKS:

Sandra Matz:
- Sandra's Website
- Her New Book: Mindmasters
Relevant Research and Resources:

TIMESTAMPS: 02:03 – Personality Tests
09:23 – ChatGPT Gift Experiment
19:50 – Introducing Sandra Matz
21:35 – Understanding Psychological Targeting
24:27 – Real-World Examples and Implications
34:58 – Cambridge Analytica and Data Privacy
39:38 – The Social Dilemma and Personality Representation
41:19 – Understanding Personality Traits
43:49 – Dynamic Personality and Context
46:26 – AI's Role in Psychological Targeting
50:32 – Generative AI and Personalized Content
58:40 – Ethical Considerations and Future of AI
01:11:40 – Final Thoughts and Sandra’s New Book

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