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Psychological targeting as an effective approach to digital mass persuasion

  1. D. J. Stillwelld2
  1. aColumbia Business School, Columbia University, New York City, NY 10027;
  2. bGraduate School of Business, Stanford University, Stanford, CA 94305;
  3. cWharton School of Business, University of Pennsylvania, Philadelphia, PA 19104;
  4. dCambridge Judge Business School, University of Cambridge, Cambridge, CB2 3EB, United Kingdom
  1. Edited by Susan T. Fiske, Princeton University, Princeton, NJ, and approved October 17, 2017 (received for review June 17, 2017)

  1. Fig. 2.

    Interaction effects of audience and ad personality on conversion rates in study 1 (Left) and study 2 (Right).

Online Impact

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