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.
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