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商品編號： R2302K 出版日期： 2023/03/01 作者姓名： Matz, Sandra 商品類別： Marketing 商品規格： 3581w 再版日期： 地域： 產業： Marketing industry 個案年度： -
商品敘述：
Controversy has swirled around psychological targeting-the practice of influencing people''s behavior by mining their digital footprints, identifying their personality traits, and then tailoring messages to them. Because it was misused to try to sway votes during recent elections, some have made it out to be a brainwashing tool. That''s simply a myth, explains Sandra Matz, a leading expert on it (who actually helped break the election story). Psychological targeting can''t radically change minds, she says. However, marketers can use it to shift opinions and attitudes, create demand where there was none, and engage with customers on a much more personal level. In this article she describes how companies can employ it in a way that creates the maximum value for them and their customers-and adheres to fundamental ethical principles.
涵蓋領域：
Analytics and data science;Behavioral science;Business ethics;Consumer behavior;Marketing;Psychology
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