If your Facebook behaviour reveals whether you're an extrovert or introvert, neurotic or stable, agreeable or unpleasant, can these results be used to get you to change your behaviour? Researchers at Cambridge found that you could sell more cosmetic products to extroverts and introverts if you gave them messages targeted to the particular personality. Cambridge Analytica claimed that in America they could get a pro-gun rights message through most effectively to neurotic people by targeting them with a fear-based message, whereas conscientious people would be better influenced by a message that focused on tradition and stability. What does seem to be true is that during both the Brexit and 2016 US election campaigns, the personality factor that seemed make the difference was neuroticism. In times of uncertainty and populist politics, could neuroticism be the secret ingredient to campaigning?

Presenter/Producer: Jolyon Jenkins. Show less