Moreover, while Facebook offers advertisers the
ability to target both demographically (using users» gender and geography) and psychographically (using users» interests and behaviors
among other things based on their likes) on its Facebook Ads Manager tool, most buyers don't consider psychographic traits reliable for ad targeting due to their
predictive nature.
Psychologist Angela Duckworth, a protà © gà © of Seligman's, has done a range of studies — on college students with low SAT scores, West Point plebes, and national spelling bee contestants,
among others — and has found that a determined response to setbacks, an
ability to focus on a task, and other noncognitive character strengths are highly
predictive of success, much more so than IQ scores.