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Antipersonas: What, How, Who, and Why?
Usually, creating an antipersona makes sense if your product or service: deals with sensitive information that, if inadvertently exposed, can threaten the users’ or organization wellbeing (e.g., fraud, identity theft, harassment, disinformation, illegal content) poses potential physical or emotional threats to people (e.g., injury, or death as the direct result of misusing the product). If there is an opportunity for these harms to occur as the direct result of anyone using the product, there should be one or more antipersonas to represent the risk. Always balance the chance of such a misuse with its consequences in order to determine if an antipersona is worth creating. Even a misuse that is very unlikely to happen might be worth of an antipersona if its consequences are extreme.
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To explore advertising and marketing’s capacity for empathy, we’ve turned to cutting edge moral psychology. In this white paper we are asking people working in the advertising and marketing industry to consider the deepest questions about their identity, ethics and morals.