"Microtargeting and Voters' Unawareness: Experimental Results"

Authors: Freek van Gils (Tilburg University), Wieland Müller (University of Vienna) and Jens Prüfer (Tilburg University; University of East Anglia)

Abstract:

Due to technological innovation, political interest groups sending messages via news platforms have the ability to (i) microtarget news based on individual-level voter data and (ii) obfuscate their identities, which can be exploited to spread disinformation. We experimentally study the implementation of two proposed interventions in the laboratory, trying to prevent election manipulation by disinformation in various media environments. We find that mandatory disclosure of interests, with or without a microtargeting ban, increases the efficiency of aggregate voter decision-making. However, only the combination of disclosure of interests and a microtargeting ban mitigates sender influence in this stylized voting environment. The implementation of a microtargeting ban without disclosure requirements has adverse effects.

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