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Friday, March 15, 2013

Tell me what "you like" and I'll tell you who you are


The researchers developed an algorithm that uses the "Like" on Facebook to createpersonality profiles with intimate details of the users. The study, published in the journal Proceedings of the National Academy of Sciences (PNAS ), is signed by researchers at the  University of Cambridge  (UK) in collaboration with  Microsoft Research Cambridge. These mathematical models able to extrapolate personal information about the user, such as sexual orientation, if you did drugs, or even if their parents had divorced. With respect to political preferences , the coincidence between the data provided directly to the internet and the computer system used deducted from the 'Like' selected was 85% when the question was whether the user was Democrat or RepublicanIn determining whether it was male or female, the coincidence was 88% . In 82% of cases, the system was right at the time of cataloging the user as Christian or Muslim , while the classification according to marital status orsubstance abuse was a match of between 65 and 73%. These data can be used for commercial purposes, but can also scare the users with the amount of personal information disclosed. It's very easy to click the Like button, is seductive , "said David Stillwell, psychometry expert and co-author of the study. "But you do not realize that all these years later 'Like' can build up in your against ". The scientists created a Facebook application, You Are What You Like " (One is what you like), which provides an assessment of the user's personality. 

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