While I agree that changing belief changes behavior and that this is something behaviorism fails to recognize, I don’t think companies like Cambridge Analytica are attempting to change beliefs. They are attempting to use data to identify individuals that already hold or are open to particular beliefs in the hope of leveraging these beliefs to condition their targets to act in particular ways that favor their clients. Sometimes it’s about manipulating people into action (vote or attend a rally). Other times it’s about getting people to stay home. However, it’s rarely if ever about getting the other side in an argument/campaign to change their mind. Any effort to change beliefs would necessarily involve communicating with the public at large or reaching out to the opposition with arguments in favor of a policy position(s) they don’t currently support. Though their corporate websites often use words like “persuasion,” this is not strictly speaking their goal.

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US citizen residing in British Columbia, Canada. Degrees include anthropology and environmental studies. Activism, politics, science, nature.

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