Mindmasters - by Sandra Matz (Hardcover)

About the Book

"There are more digital pieces of data than stars in the universe. This data helps us monitor our planet, decipher our genetic code, and take a deep dive into our psychology. As algorithms become increasingly adept at accessing our minds, they also become more and more powerful at controlling it-enticing us to buy a certain product or vote for a certain political candidate. Some of us say this technological trend is no big deal. Others consider it one of the greatest threats to humanity. But what if the truth is more nuanced and mind-bending than that? In Mindmasters, Columbia Business School professor Sandra Matz offers a fascinating insider perspective on the art and data-driven science of psychological targeting. By relating her own personal story of growing up in a small village-where few aspects of life remain truly private-to her groundbreaking research in computational psychology, Matz reveals how Big Data offers insights into the most intimate aspects of our psyche and how these insights empower external influence over the choices we make. Filled with Ted-Talk-like explanations and real-life examples from Matz's research and consulting work, Mindmasters paints a nuanced picture of the power of psychological targeting. Like nosy neighbors, it can be creepy, manipulative, and downright harmful-with scandals like Cambridge Analytica being merely the tip of the iceberg. Yet, like any tight-knit, supportive village community, it also holds enormous potential to help us live healthier and happier lives-for example, by improving our mental health, encouraging better financial decisions, or enabling us to break out of our echo chambers. With passion and clear-eyed precision, Matz shows us how to manage psychological targeting and redesign the data game in a way that empowers us to take back control and ask more of our personal data. Mindmasters is a riveting look at what our digital footprints reveal about us, how they're being used-for good and for ill-and how we can gain more control and power over the data that define us"--

Book Synopsis

A fascinating exploration of how algorithms penetrate the most intimate aspects of our psychology--from the pioneering expert on psychological targeting.

There are more pieces of digital data than there are stars in the universe. This data helps us monitor our planet, decipher our genetic code, and take a deep dive into our psychology.

As algorithms become increasingly adept at accessing the human mind, they also become more and more powerful at controlling it, enticing us to buy a certain product or vote for a certain political candidate. Some of us say this technological trend is no big deal. Others consider it one of the greatest threats to humanity. But what if the truth is more nuanced and mind-bending than that?

In Mindmasters, Columbia Business School professor Sandra Matz reveals in fascinating detail how big data offers insights into the most intimate aspects of our psyches and how these insights empower an external influence over the choices we make. This can be creepy, manipulative, and downright harmful, with scandals like that of British consulting firm Cambridge Analytica being merely the tip of the iceberg. Yet big data also holds enormous potential to help us live healthier, happier lives--for example, by improving our mental health, encouraging better financial decisions, or enabling us to break out of our echo chambers.

With passion and clear-eyed precision, Matz shows us how to manage psychological targeting and redesign the data game.

Mindmasters is a riveting look at what our digital footprints reveal about us, how they're being used--for good and for ill--and how we can gain power over the data that defines us.

Review Quotes

"In a world where we have become accustomed to trading troves of personal data for bespoke technological experience, Mindmasters explores how digital footprints are decrypted and leveraged for profit--and how we might take back control." -- Financial Times

"Matz writes very clearly and makes a compelling and current case for taking seriously the threats posed by data-driven psychological targeting." -- Science magazine

"Artificial intelligence monitors internet users' every move, for good and ill, according to this eye-opening debut exposé." -- Publisher's Weekly

Advance Praise for Mindmasters:

"Mindmasters is about one of the most exciting--and terrifying--developments in human history: big data's ability to understand us better than we know ourselves. Sandra Matz shows fascinating examples of the insights embedded in big data, frightening examples of its dangers, and concrete proposals for how to make big data work best for society. A rare book that is fascinating, provocative, scary, exciting, wise, and undeniably important." -- Seth Stephens-Davidowitz, New York Times bestselling author, Everybody Lies

"A riveting read, Mindmasters reveals how algorithms predict your personality traits and shape your behavior--and why it matters. Witty, accessible, and packed with interesting insights about human nature, this book will leave you with a deeper appreciation of both the potential and the pitfalls of this new trend in the digital age." -- Katy Milkman, Wall Street Journal bestselling author, How to Change

"For anyone who has wondered--or worried--about their digital footprints and who might be following them, Mindmasters tells all. And I don't know anyone who knows more about big data and the new science of psychological profiling than its brilliant author, Sandra Matz. Best of all, Matz offers specific suggestions for making the global digital data village safer, more equitable, and happier for everyone." -- Angela Duckworth, New York Times bestselling author, Grit

"Mindmasters offers a uniquely human perspective on the power of big data. Matz masterfully relates her own personal story, from growing up in a small village to her groundbreaking research on psychological targeting. The result: a riveting look at how algorithms penetrate our inner mental lives and how we can redesign and win the data game. A must-read!" -- Dan Ariely, bestselling author, Predictably Irrational and Misbelief

About the Author

Sandra Matz is the David W. Zalaznick Associate Professor of Business at Columbia Business School and codirector of the Center for Advanced Technology and Human Performance. As a computational social scientist with a background in psychology and computer science, Matz has uncovered the hidden relationships between our digital lives and our psychology, with the goal of helping individuals and businesses make better and more ethical decisions. Her work is frequently covered in major news outlets, including the Economist, the New York Times, the BBC, CNBC, the Washington Post, and the Wall Street Journal.