🚨Out in PNAS!🚨
https://www.pnas.org/eprint/AWU8WZ9GVGPPGP9FJT3D/full
#Political #microtargeting has become a topic of great concern (eg Cambridge Analytica) But does it actually WORK? To find out, we ran a large-scale experiment to quantify the persuasive advantage of political microtargeting for US issue advocacy campaigns
The answer is complicated...
We find a sizable benefit of #targeting (~70% more persuasive than showing everyone the best overall message) - but little additional benefit from *micro*targeting on numerous different characteristics simultaneously
Our study used a 2-step process. First, we trained machine learning models on experimental data to learn which messages are most persuasive/for whom.
Then, we recruited 5k new people randomized them into [Control; Random message; Best overall message; or Microtargeted message, chosen by training targeting model on 1, 2, or 4 different participant characteristics] & compared persuasion across conditions.
Give the paper a read to see details!