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You Are What You Like Marketers have always been interested in buyers’ personality traits and how they influence behaviors, but it is difficult to measure personality. Until now, that is. Online, mobile, and social media technologies are now providing researchers with new tools to predict someone’s personality traits and lifestyle activities. Microsoft and researchers from the University of Cambridge analyzed over 58,000 Facebook users’ “Likes” and developed an algorithm that matched them with demographic information and personality profiles. The resulting personality profiles determined, with over 80 percent accuracy, factors such as users’ gender, ethnicity, religion, sexual orientation, alcohol and drug use, and even whether their parents had separated before they turned 21 years old. Researchers even predicted IQ and found that users with higher IQs like curly fries and those with lower IQs like Harley-Davidson. All that and more can be predicted just from users’ “Like”-clicking behavior on Web sites, social media, and mobile apps. This research gives marketers another tool that will help them customize their offerings and communications with greater accuracy. 1. Visit www.youarewhatyoulike.com to see what your “Likes” say about you. You will have to log on to Facebook to see the results. What characteristics are shown? Does the profile describe you accurately? (AACSB: Written and Oral Communication; Information Technology)
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