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:

  • Cambridge Analytica and the Evolution of Psychological Targeting
  • The Social Dilemma Documentary
  • Big Five Personality Model Explained
  • Moral Foundations Theory Overview

• 
  

  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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