#105: Targeted Messaging Online with Sandra Matz

Sandra Matz is a computational social scientist at Columbia Business School. She uses big data to understand people and what motivates them to act. And she has a new book out! It"s Mindmasters: The Data-Driven Science of Predicting and Changing Human Behavior, and it"s an enjoyable, easy-to-read introduction to what your online data say about who you are and how communicators can use those insights to serve up compelling content--for better or worse. At the top of the show, I also mention a big new academic book I edited with Richard Petty and Jake Teeny: The Handbook of Personalized Persuasion: Theory and Application. For a transcript of this episode, visit this episode"s page at: http://opinionsciencepodcast.com/episodes/ Learn more about Opinion Science at http://opinionsciencepodcast.com/ and follow @OpinionSciPod on Twitter.