Boosting people’s ability to detect microtargeted advertising
Abstract Online platforms’ data give advertisers the ability to “microtarget” recipients’ personal vulnerabilities by tailoring different messages for the same thing, such as a product or political candidate. One possible response is to raise awareness for and resilience against such manipulative st...
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Nature Portfolio
2021
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oai:doaj.org-article:b4034c4620f5486ab2edd2e3a18449982021-12-02T16:31:48ZBoosting people’s ability to detect microtargeted advertising10.1038/s41598-021-94796-z2045-2322https://doaj.org/article/b4034c4620f5486ab2edd2e3a18449982021-07-01T00:00:00Zhttps://doi.org/10.1038/s41598-021-94796-zhttps://doaj.org/toc/2045-2322Abstract Online platforms’ data give advertisers the ability to “microtarget” recipients’ personal vulnerabilities by tailoring different messages for the same thing, such as a product or political candidate. One possible response is to raise awareness for and resilience against such manipulative strategies through psychological inoculation. Two online experiments (total $$N= 828$$ N = 828 ) demonstrated that a short, simple intervention prompting participants to reflect on an attribute of their own personality—by completing a short personality questionnaire—boosted their ability to accurately identify ads that were targeted at them by up to 26 percentage points. Accuracy increased even without personalized feedback, but merely providing a description of the targeted personality dimension did not improve accuracy. We argue that such a “boosting approach,” which here aims to improve people’s competence to detect manipulative strategies themselves, should be part of a policy mix aiming to increase platforms’ transparency and user autonomy.Philipp Lorenz-SpreenMichael GeersThorsten PachurRalph HertwigStephan LewandowskyStefan M. HerzogNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 11, Iss 1, Pp 1-9 (2021) |
| institution |
DOAJ |
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DOAJ |
| language |
EN |
| topic |
Medicine R Science Q |
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Medicine R Science Q Philipp Lorenz-Spreen Michael Geers Thorsten Pachur Ralph Hertwig Stephan Lewandowsky Stefan M. Herzog Boosting people’s ability to detect microtargeted advertising |
| description |
Abstract Online platforms’ data give advertisers the ability to “microtarget” recipients’ personal vulnerabilities by tailoring different messages for the same thing, such as a product or political candidate. One possible response is to raise awareness for and resilience against such manipulative strategies through psychological inoculation. Two online experiments (total $$N= 828$$ N = 828 ) demonstrated that a short, simple intervention prompting participants to reflect on an attribute of their own personality—by completing a short personality questionnaire—boosted their ability to accurately identify ads that were targeted at them by up to 26 percentage points. Accuracy increased even without personalized feedback, but merely providing a description of the targeted personality dimension did not improve accuracy. We argue that such a “boosting approach,” which here aims to improve people’s competence to detect manipulative strategies themselves, should be part of a policy mix aiming to increase platforms’ transparency and user autonomy. |
| format |
article |
| author |
Philipp Lorenz-Spreen Michael Geers Thorsten Pachur Ralph Hertwig Stephan Lewandowsky Stefan M. Herzog |
| author_facet |
Philipp Lorenz-Spreen Michael Geers Thorsten Pachur Ralph Hertwig Stephan Lewandowsky Stefan M. Herzog |
| author_sort |
Philipp Lorenz-Spreen |
| title |
Boosting people’s ability to detect microtargeted advertising |
| title_short |
Boosting people’s ability to detect microtargeted advertising |
| title_full |
Boosting people’s ability to detect microtargeted advertising |
| title_fullStr |
Boosting people’s ability to detect microtargeted advertising |
| title_full_unstemmed |
Boosting people’s ability to detect microtargeted advertising |
| title_sort |
boosting people’s ability to detect microtargeted advertising |
| publisher |
Nature Portfolio |
| publishDate |
2021 |
| url |
https://doaj.org/article/b4034c4620f5486ab2edd2e3a1844998 |
| work_keys_str_mv |
AT philipplorenzspreen boostingpeoplesabilitytodetectmicrotargetedadvertising AT michaelgeers boostingpeoplesabilitytodetectmicrotargetedadvertising AT thorstenpachur boostingpeoplesabilitytodetectmicrotargetedadvertising AT ralphhertwig boostingpeoplesabilitytodetectmicrotargetedadvertising AT stephanlewandowsky boostingpeoplesabilitytodetectmicrotargetedadvertising AT stefanmherzog boostingpeoplesabilitytodetectmicrotargetedadvertising |
| _version_ |
1718383893932933120 |