O'Donnell, Matthew BrookFalk, Emily B.Konrath, Sara H.2016-08-082016-08-082014-02O’Donnell, M. B., Falk, E. B., & Konrath, S. (2014). Big data in the new media environment. Behavioral and Brain Sciences, 37(1), 94–95. http://doi.org/10.1017/S0140525X13001672https://hdl.handle.net/1805/10599Bentley et al. argue for the social scientific contextualization of “big data” by proposing a four-quadrant model. We suggest extensions of the east–west (i.e., socially motivated versus independently motivated) decision-making dimension in light of findings from social psychology and neuroscience. We outline a method that leverages linguistic tools to connect insights across fields that address the individuals underlying big-data media streams.Decision-makingSocial psychologySocial neuroscienceDataBig dataArticle10.1017/S0140525X13001672