3/12/2013 7:44 PM
by Rebecca Turco
BECKLEY - New research shows what you "like" on Facebook can determine more about your personality than you may think.
Researchers at Cambridge University conducted a study
analyzing the Facebook Likes of more than 58,000 voluntary American Facebook users. Researchers call the Likes a "generic class" of digital record, similar to web search queries and browsing histories. Users' race, age, IQ, sexuality and political views are just some of the personality traits that were estimated.
Dr. Sandra Mack, psychology professor at UC-Beckley, said the study's findings poses a threat to users' privacy, but she said there are also positives to the study. "Advertisers are going to really jump on this for marketing purposes," Mack explained. "So this is something good not only for our psychology students to look at, but for our business students to look at as well.
Longtime Facebook user Wesley Schrader said the results of the study do not surprise him. "What you like, what you don't like, what music you listen to, what music your friends listen to - it's all about what makes you, you."
The study made the predictions by aggregating large amounts of less informative but more popular likes, such as music and TV shows.