A single “Like” on Facebook can reveal a crucial aspect of your personality

The internet and social media have made persuasive appeals more powerful than ever before.

The Police song “Every Breath You Take” has been popular for decades. For a hit from the early ‘80s, it’s shown surprising longevity. In an interview during its hay day, Police front man Sting, said he was stupefied that people had turned, what he termed a “creepy” and “ugly” song, into a love ballad. “It's about jealousy and surveillance and ownership," he told the New Musical Express in 1983. Today, it’s played at weddings.


The song has much in common with our new era of ubiquitous social media. On the one hand, it gives us so much joy. We find social media a convenient way to stay in touch with friends and family, stay on top of the latest news, laugh at and share memes, and just enjoy the rich, bizarre pageantry of life—right at our fingertips.

The drawback, almost everything you do online, from the biggest purchase to the single, solitary “Like,” registers. It leaves a trail and builds a profile of you which companies and others can mine and develop strategies around. Much like the song, on the surface it seems all about love. Delve deeper and a more sinister picture arises.

What we click on, what we search for, and even ”Like" on social media reveals a lot about us, far more than we assume. And the more we use it, the more we reveal. What previous studies have shown is that, the music you listen to, the articles you read, and what you post, all lend insight into your motivations and behavior, patterns which collectively are called your digital footprint.

Previous studies have shown that persuasive appeals are more successful when coupled with an approach that matches a person’s personality traits. New research out of Columbia University goes one step farther. It shows how one simple “Like,” can reveal a key aspect of your personality, which can be used to influence your outlook and even behavior.

The more we use social media, the more data we generate that can be mined, for profit and perhaps even to move us in certain directions. Credit: Getty Images.

So besides social media sites, who else has access to your digital footprint? An amazing number of companies including: search engines, web browsers, the maker of your smart phone, and your internet service provider (ISP). And it isn’t only companies but governments, political parties, and even foreign agents who use this data, for good or ill. Consider that Russian operatives knew exactly who to place certain fake news stories in front of, during the last US presidential election. And all this data may be making organizations and agents more persuasive than before.

In a recent study, Columbia Business School researchers, led by Sandra Matz, wanted to see what effects psychological persuasion had in a social media setting. “Recent research…shows that people's psychological characteristics can be accurately predicted from their digital footprints,” researchers write, “such as their Facebook Likes or Tweets.”

Matz and colleagues tailored ads which employed persuasive appeals, according to a person’s social media activity, specifically on whether or not they liked something. The experiment included over 3.7 million users. Researchers evaluated how successful the efforts were on whether or not the participant clicked or purchased an item. They wrote in the study, “…with psychologically tailored advertising, we find that matching the content of persuasive appeals to individuals' psychological characteristics significantly altered their behavior as measured by clicks and purchases.”

We often forget the business model of social media companies is to turn your “Likes” into profit. Credit: Getty Images.

To select targets based on Facebook likes, researchers turned to the database myPersonality.org. It contains the Facebook likes of millions of users. These were correlated with a 100-item PIP questionnaire, which is considered an accurate personality assessment tool. Researchers’ isolated 10 likes in particular associated with either the highest or lowest levels of extroversion.

Most popular with extroverts was making people laugh or the music of Slightly Stoopid. For introverts, these were Stargate and computers. Researchers also looked at openness to new experiences. Those with a greatest openness liked philosophy and the docufiction movie Waking Life, while those who had the lowest levels liked Uncle Kracker and the video game Farm Town.

Facebook currently has rules against ads targeting users directly though psychological traits. However, marketers are allowed to do so indirectly, based on likes and other activity. Once they had a good handle on how to identify introverts and extroverts, Matz and colleagues created two makeup ads, one targeted toward each type. The one for extroverts had three smiling women dressed to the nines, grouped together in order to take a photo. The tagline said, “Love the spotlight and feel the moment.”

The other had one woman cheekily applying makeup with a tagline that said, “Beauty doesn’t have to shout.” A second ad series targeted those open to new experiences and those who weren’t. Persuasive appeals, matched to people’s extraversion level (or openness to-experiences), resulted in up to 40% more clicks and up to 50% more purchases, than mismatched counterparts. “This suggests that psychological targeting can influence large groups of people,” researchers wrote.  

Such targeting, coupled with internet history and social media activity, has the potential to influence people to lead healthier lives, save more money, and even make better decisions. But it also allows for greater exploitation of weaknesses for profit, say targeting the highly impulsive with online gambling ads. Such powers should be more robustly studied and common sense regulations put into place, so that we all have the ability to make our decisions free of undue influence.

To learn more about this study, click here:

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Why "nuclear pasta" is the strongest material in the universe

Through computationally intensive computer simulations, researchers have discovered that "nuclear pasta," found in the crusts of neutron stars, is the strongest material in the universe.

Accretion disk surrounding a neutron star. Credit: NASA
Surprising Science
  • The strongest material in the universe may be the whimsically named "nuclear pasta."
  • You can find this substance in the crust of neutron stars.
  • This amazing material is super-dense, and is 10 billion times harder to break than steel.

Superman is known as the "Man of Steel" for his strength and indestructibility. But the discovery of a new material that's 10 billion times harder to break than steel begs the question—is it time for a new superhero known as "Nuclear Pasta"? That's the name of the substance that a team of researchers thinks is the strongest known material in the universe.

Unlike humans, when stars reach a certain age, they do not just wither and die, but they explode, collapsing into a mass of neurons. The resulting space entity, known as a neutron star, is incredibly dense. So much so that previous research showed that the surface of a such a star would feature amazingly strong material. The new research, which involved the largest-ever computer simulations of a neutron star's crust, proposes that "nuclear pasta," the material just under the surface, is actually stronger.

The competition between forces from protons and neutrons inside a neutron star create super-dense shapes that look like long cylinders or flat planes, referred to as "spaghetti" and "lasagna," respectively. That's also where we get the overall name of nuclear pasta.

Caplan & Horowitz/arXiv

Diagrams illustrating the different types of so-called nuclear pasta.

The researchers' computer simulations needed 2 million hours of processor time before completion, which would be, according to a press release from McGill University, "the equivalent of 250 years on a laptop with a single good GPU." Fortunately, the researchers had access to a supercomputer, although it still took a couple of years. The scientists' simulations consisted of stretching and deforming the nuclear pasta to see how it behaved and what it would take to break it.

While they were able to discover just how strong nuclear pasta seems to be, no one is holding their breath that we'll be sending out missions to mine this substance any time soon. Instead, the discovery has other significant applications.

One of the study's co-authors, Matthew Caplan, a postdoctoral research fellow at McGill University, said the neutron stars would be "a hundred trillion times denser than anything on earth." Understanding what's inside them would be valuable for astronomers because now only the outer layer of such starts can be observed.

"A lot of interesting physics is going on here under extreme conditions and so understanding the physical properties of a neutron star is a way for scientists to test their theories and models," Caplan added. "With this result, many problems need to be revisited. How large a mountain can you build on a neutron star before the crust breaks and it collapses? What will it look like? And most importantly, how can astronomers observe it?"

Another possibility worth studying is that, due to its instability, nuclear pasta might generate gravitational waves. It may be possible to observe them at some point here on Earth by utilizing very sensitive equipment.

The team of scientists also included A. S. Schneider from California Institute of Technology and C. J. Horowitz from Indiana University.

Check out the study "The elasticity of nuclear pasta," published in Physical Review Letters.


How a huge, underwater wall could save melting Antarctic glaciers

Scientists think constructing a miles-long wall along an ice shelf in Antarctica could help protect the world's largest glacier from melting.

Image: NASA
Surprising Science
  • Rising ocean levels are a serious threat to coastal regions around the globe.
  • Scientists have proposed large-scale geoengineering projects that would prevent ice shelves from melting.
  • The most successful solution proposed would be a miles-long, incredibly tall underwater wall at the edge of the ice shelves.

The world's oceans will rise significantly over the next century if the massive ice shelves connected to Antarctica begin to fail as a result of global warming.

To prevent or hold off such a catastrophe, a team of scientists recently proposed a radical plan: build underwater walls that would either support the ice or protect it from warm waters.

In a paper published in The Cryosphere, Michael Wolovick and John Moore from Princeton and the Beijing Normal University, respectively, outlined several "targeted geoengineering" solutions that could help prevent the melting of western Antarctica's Florida-sized Thwaites Glacier, whose melting waters are projected to be the largest source of sea-level rise in the foreseeable future.

An "unthinkable" engineering project

"If [glacial geoengineering] works there then we would expect it to work on less challenging glaciers as well," the authors wrote in the study.

One approach involves using sand or gravel to build artificial mounds on the seafloor that would help support the glacier and hopefully allow it to regrow. In another strategy, an underwater wall would be built to prevent warm waters from eating away at the glacier's base.

The most effective design, according to the team's computer simulations, would be a miles-long and very tall wall, or "artificial sill," that serves as a "continuous barrier" across the length of the glacier, providing it both physical support and protection from warm waters. Although the study authors suggested this option is currently beyond any engineering feat humans have attempted, it was shown to be the most effective solution in preventing the glacier from collapsing.

Source: Wolovick et al.

An example of the proposed geoengineering project. By blocking off the warm water that would otherwise eat away at the glacier's base, further sea level rise might be preventable.

But other, more feasible options could also be effective. For example, building a smaller wall that blocks about 50% of warm water from reaching the glacier would have about a 70% chance of preventing a runaway collapse, while constructing a series of isolated, 1,000-foot-tall columns on the seafloor as supports had about a 30% chance of success.

Still, the authors note that the frigid waters of the Antarctica present unprecedently challenging conditions for such an ambitious geoengineering project. They were also sure to caution that their encouraging results shouldn't be seen as reasons to neglect other measures that would cut global emissions or otherwise combat climate change.

"There are dishonest elements of society that will try to use our research to argue against the necessity of emissions' reductions. Our research does not in any way support that interpretation," they wrote.

"The more carbon we emit, the less likely it becomes that the ice sheets will survive in the long term at anything close to their present volume."

A 2015 report from the National Academies of Sciences, Engineering, and Medicine illustrates the potentially devastating effects of ice-shelf melting in western Antarctica.

"As the oceans and atmosphere warm, melting of ice shelves in key areas around the edges of the Antarctic ice sheet could trigger a runaway collapse process known as Marine Ice Sheet Instability. If this were to occur, the collapse of the West Antarctic Ice Sheet (WAIS) could potentially contribute 2 to 4 meters (6.5 to 13 feet) of global sea level rise within just a few centuries."

Why the worst part about climate change isn't rising temperatures

The world's getting hotter, and it's getting more volatile. We need to start thinking about how climate change encourages conflict.

Christopher Furlong/Getty Images
Politics & Current Affairs
  • Climate change is usually discussed in terms of how it impacts the weather, but this fails to emphasize how climate change is a "threat multiplier."
  • As a threat multiplier, climate change makes already dangerous social and political situations even worse.
  • Not only do we have to work to minimize the impact of climate change on our environment, but we also have to deal with how it affects human issues today.

Human beings are great at responding to imminent and visible threats. Climate change, while dire, is almost entirely the opposite: it's slow, it's pervasive, it's vague, and it's invisible. Researchers and policymakers have been trying to package climate change in a way that conveys its severity. Usually, they do so by talking about its immediate effects: rising temperature, rising sea levels, and increasingly dangerous weather.

These things are bad, make no mistake about it. But the thing that makes climate change truly dire isn't that Cape Cod will be underwater next century, that polar bears will go extinct, or that we'll have to invent new categories for future hurricanes. It's the thousands of ancillary effects — the indirect pressure that climate change puts on every person on the planet.

How a drought in the Middle East contributed to extremism in Europe

(DANIEL LEAL-OLIVAS/AFP/Getty Images)

Nigel Farage in front of a billboard that leverages the immigration crisis to support Brexit.

Because climate change is too big for the mind to grasp, we'll have to use a case study to talk about this. The Syrian civil war is a horrific tangle of senseless violence, but there are some primary causes we can point to. There is the longstanding conflicts between different religious sects in that country. Additionally, the Arab Spring swept Syria up in a wave of resistance against authoritarian leaders in the Middle East — unfortunately, Syrian protests were brutally squashed by Bashar Al-Assad. These, and many other factors, contributed to the start of the Syrian civil war.

One of these other factors was drought. In fact, the drought in that region — it started in 2006 — has been described as the "worst long-term drought and most severe set of crop failures since agricultural civilization began in the Fertile Crescent many millennia ago." Because of this drought, many rural Syrians could no longer support themselves. Between 2006 and 2009, an estimated 1.5 million Syrians — many of them agricultural workers and farmers — moved into the country's major cities. With this sudden mixing of different social groups in a country where classes and religious sects were already at odds with one another, tensions rose, and the increased economic instability encouraged chaos. Again, the drought didn't cause the civil war — but it sure as hell helped it along.

The ensuing flood of refugees to Europe is already a well-known story. The immigration crisis was used as a talking point in the Brexit movement to encourage Britain to leave the EU. Authoritarian or extreme-right governments and political parties have sprung up in France, Italy, Greece, Hungary, Slovenia, and other European countries, all of which have capitalized on fears of the immigration crisis.

Why climate change is a "threat multiplier"

This is why both NATO and the Pentagon have labeled climate change as a "threat multiplier." On its own, climate change doesn't cause these issues — rather, it exacerbates underlying problems in societies around the world. Think of having a heated discussion inside a slowly heating-up car.

Climate change is often discussed in terms of its domino effect: for example, higher temperatures around the world melt the icecaps, releasing methane stored in the polar ice that contributes to the rise in temperature, which both reduces available land for agriculture due to drought and makes parts of the ocean uninhabitable for different animal species, wreaking havoc on the food chain, and ultimately making food more scarce.

Maybe we should start to consider climate change's domino effect in more human and political terms. That is, in terms of the dominoes of sociopolitical events spurred on by climate change and the missing resources it gobbles up.

What the future may hold

(NASA via Getty Images)

Increasingly severe weather events will make it more difficult for nations to avoid conflict.

Part of why this is difficult to see is because climate change does not affect all countries proportionally — at least, not in a direct sense. Germanwatch, a German NGO, releases a climate change index every year to analyze exactly how badly different countries have been affected by climate change. The top five most at-risk countries are Haiti, Zimbabwe, Fiji, Sri Lanka, and Vietnam. Notice that many of these places are islands, which are at the greatest risk for major storms and rising sea levels. Some island nations are even expected to literally disappear — the leaders of these nations are actively making plans to move their citizens to other countries.

But Germanwatch's climate change index is based on weather events. It does not account for the political and social instability that will likely result. The U.S. and many parts of Europe are relatively low on the index, but that is precisely why these countries will most likely need to deal with the human cost of climate change. Refugees won't go from the frying pan into the fire: they'll go to the closest, safest place available.

Many people's instinctive response to floods of immigrants is to simply make borders more restrictive. This makes sense — a nation's first duty is to its own citizens, after all. Unfortunately, people who support stronger immigration policies tend to have right-wing authoritarian tendencies. This isn't always the case, of course, but anecdotally, we can look at the governments in Europe that have stricter immigration policies. Hungary, for example, has extremely strict policies against Muslim immigrants. It's also rapidly turning into a dictatorship. The country has cracked down on media organizations and NGOs, eroded its judicial system's independence, illegalized homelessness, and banned gender studies courses.

Climate change and its sociopolitical effects, such as refugee migration, aren't some poorer country's problem. It's everyone's problem. Whether it's our food, our homes, or our rights, climate change will exact a toll on every nation on Earth. Stopping climate change, or at least reducing its impact, is vitally important. Equally important is contending with the multifaceted threats its going to throw our way.