Using a Personality-Profiling Algorithm to Investigate Political Microtargeting: Assessing the Persuasion Effects of Personality-Tailored Ads on Social Media
the best positive result in the file. Two experiments. In Study 1, participants' extraversion was first assessed from their own text data using a personality profiling algorithm, and they were then targeted with a political ad that either matched or did not match that trait. Study 2 followed the same protocol but targeted participants with emotionally charged congruent ads. Result: citizens are more strongly persuaded by political ads that match their own personality traits.
the best positive result in the file. Two experiments. In Study 1, participants' extraversion was first assessed from their own text data using a personality profiling algorithm, and they were then targeted with a political ad that either matched or did not match that trait. Study 2 followed the same protocol but targeted participants with emotionally charged congruent ads. Result: citizens are more strongly persuaded by political ads that match their own personality traits.
Written from the abstract read 2026-10-18.
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Zarouali, B., Dobber, T., De Pauw, G., & de Vreese, C. H. (2022). Using a Personality-Profiling Algorithm to Investigate Political Microtargeting: Assessing the Persuasion Effects of Personality-Tailored Ads on Social Media. Communication Research, 49(8), 1066-1091. doi:10.1177/0093650220961965.