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  • Why are social media quizzes so popular?

    Chicago Tribune - 05/02/2014

    Brian Keegan, a postdoctoral social scientist at Northeastern University, cited the Greek myth of Narcissus in describing the personality quizzes’ attraction. “We like to see our reflections of ourselves through these systems,” he said. “I think people are also motivated by how these systems can be gamed, like how much would you have to change your responses to become the character you want.”

    In other words, participants will make an effort to see what they want to see, or as Cliff Lampe, an associate professor at the University of Michigan’s School of Information who studies social media, put it: “If you’re answering a ‘Star Wars’ quiz and you want to be Han Solo, you’ll answer as you think Han Solo would. You want your network to see that you’re Han Solo.”