“Through all of the behavioral, clinical, and experimental psychology that Cambridge Analytica brought into our modeling infrastructure, we found that there are around like 32 different personality types.
And people that are very high in neuroticism respond to fear-based messaging.
Neuroticism means you're a bit emotionally unstable and you can be triggered quite easily.
[At Cambridge Analytica] we had a team of psychologists that were working with the data scientists on how to measure it, using large scale qualitative and quantitative testing.
And so the “Defeat Crooked Hillary” campaign, which was run by the Make America Number One super PAC,
after seeing how successful sending fear-based messaging to neurotics was, they only sent fear-based messaging to people measured to have high amounts of neuroticism for the entirety of the campaign. (…)
Some of the ones that were for the open-minded and extroverted individuals showed families playing out in the sunshine, bright waving American flags, lush green hills, hope for the future of America.
And then you saw the ad that was cut for neurotics. It was dark, nearly black, really dark images of some of the most iconic buildings in America with surrender flags waving on them.
Then it has really ominous music, and it stops to a black screen, and says: 'America has never surrendered. We're not going to start now.’
When I used to show that video in meetings, people would say: ‘Hey, I remember that, I saw that on my laptop.’ It really stuck with the people that were targeted by it.”
“What's amazing to me is that the speaker, in this case the Trump advertising team, is saying two completely different messages to different audiences. It's the same speaker. (…)”
“These [Facebook] campaigns are whispering different messages into each person's ear.
Is it any surprise that we end up with societal incoherence, inability to agree on truth? Everyone's hearing a different message.
'Micro targeting’ is a little bit of an unfortunate phrase because it sounds so small. But really this is human targeting.
This is like taking the world's largest supercomputers armed with enough data that the algorithms can make better predictions about you than your colleagues, your spouse, and sometimes even yourself.
Finding the right brains to target and then selling the bullets to whoever the highest bidder is.”
Source: Your Undivided Attention: Episode 10 — Rock the voter