Ultimately, the quizzes offer a superficial way to connect with distant friends and allow people to share personal information without compromising their own privacy, says Gwendolyn Seidman, an assistant professor of psychology at Albright College in Reading, Pa. In other words, taking a Buzzfeed quiz is like driving through a fast-food drive-thru on the Internet.
"Those questions are easier to answer than a real personality test," Seidman says. "It's very easy to say, 'This is the candy that I like, this is the movie that I like.' You can turn it into some information about yourself — without actually doing the hard work of really thinking hard about yourself."
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