Go ahead, click the “like” icon on the “Wicked, the Musical” page on Facebook. You may be telling more people than you intended that you’re gay.
Click it for Hello Kitty. You may be telling someone you have an “open” personality but aren’t as conscientious as others.
That’s what researchers at the University of Cambridge are suggesting in their study of the content that people routinely endorse on Facebook, where about a quarter of regular users click the like icon. Their study is in the Proceedings of the National Academy of Sciences.
Researchers got more than 58,000 volunteers who use Facebook to take a psychological and intelligence test and share all their profile information and likes. Then they ran some complicated algorithms and checked how likes correlated with what they knew about users (from their profiles, pictures, the tests, etc.).
They also created an application that will do the same for your Facebook likes.
For the complete Los Angeles Times story, go here.