Scientific American: ‘The Internet Knows You Better than Your Spouse Does’

Apply Magic Sauce allows users to connect their Facebook and Twitter accounts so that the algorithm can provide a detailed personality analysis — predicting how competitive, stressed, impulsive, and conservative or liberal the person is. As reported by Luerweg in his article for Scientific American, “the algorithm’s ability to draw inferences about us illustrates how easy it is for anyone who tracks our digital activities to gain insight into our personalities—and potentially invade our privacy. What is more, psychological inferences about us might be exploited to manipulate, say, what we buy or how we vote.” -- More...