You Are What You Surf: Characterizing Preference and Decision-Making Styles with Digital Footprints
Project Sponsor: Ministry of Education
Duration: 3 Years
Grant Amount: S$999,600
Description: Digital data are footprints of the intricate interactions between humans and their surroundings. How the analysis of such “big data” may provide meaningful inferences about people’s preferences and decision-making styles can then be used to create better services and tools. In the context of a global digital age and the rising digitization of personal and public life interactions, a significant challenge in Singapore is how to monitor and adapt to the dynamic decision-making styles and preferences of the new generations as influenced by global events. In this project, we will measure an individual’s decision-making style, using several behavioral-economic games that regulate social and economic decision-making tendencies. We then study how social media data can be utilized to predict and generate meaningful inferences about both individual and society-level decision-making styles. Multiple methodological approaches will be used to address these research questions.
