Mindmasters: The Data-Driven Science of Predicting and Changing Human Behavior

Watch a compelling book talk with Sandra Matz, David W. Zalaznick Associate Professor of Business at Columbia Business School and a leading expert in computational social science. In her groundbreaking new book, Mindmasters, Matz explores the hidden power of psychological targeting—how Big Data reveals intimate details about our psyche and influences our decisions, often without us realizing it.

From everyday choices to major political and financial decisions, algorithms are shaping our behavior in ways both subtle and profound. With real-life examples, Matz unpacks the risks of manipulation and privacy erosion while also highlighting the potential of psychological targeting to enhance well-being, financial stability, and social cohesion.

Watch an engaging discussion on the intersection of technology, psychology, and personal autonomy. This webinar was hosted by the Behavioral Insights Student Group (BISG).

Sandra Matz is the David W. Zalaznick Associate Professor of Business at Columbia Business School in New York. As a computational social scientist, she studies human behavior and preferences using a combination of Big Data analytics and traditional experimental methods.

Her research aims to understand how psychological characteristics influence real-life outcomes in a number of business-related domains (e.g. financial well-being, consumer satisfaction or team performance), with the goal of helping businesses and individuals to make better decisions.