New Books in Economics Sandra Matz, "Mindmasters: The Data-Driven Science of Predicting and Changing Human Behavior" (HBRP, 2025)
May 8, 2025
Sandra Matz, a David W. Zelaznik Associate Professor of Business at Columbia, dives into the intricate dynamics between human behavior and algorithms. She reveals how digital footprints can predict and influence our choices, exploring both the dangers of manipulation, as seen in scandals like Cambridge Analytica, and the potential for positive change in areas like mental health. Matz also discusses how algorithms can understand us better than close friends and the implications of this on our perception of free will and decision-making.
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Digital Village Analogy
- Sandra Matz compares the internet's data gaze to growing up in a small village where neighbors know intimate details about you.
- Algorithms similarly observe and influence behavior digitally, acting as those watchful neighbors.
Algorithms Know Us Deeply
- Algorithms can know you better than your spouse by analyzing online behavior like social media and searches.
- This deep insight comes from intimate, often unintentional digital traces revealing our routines and psychological state.
Unexpected Personality Signals Online
- Some digital personality signals are obvious, like extroverts posting about social outings.
- Others, like phone battery running out, reveal traits like low conscientiousness without intention.
