Study: Microtargeting works, just not the way people think

Recent U.S. elections have raised the question of whether “microtargeting,” the use of extensive online data to tailor persuasive messages to voters, has altered the playing field of politics.

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Ideas Made to Matter

Voters are open to messages that go against their party doctrine

Research finds Democrats and Republicans react to persuasive messaging in ways that don’t always align with their party leader’s stated positions.

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