Emotional Vote: An Experiment during the July 23, 2023 election in Spain
DOI:
https://doi.org/10.54790/rccs.81Keywords:
emotional vote, elicited vote, neuroscience, emotional reactions, demographic projections, facial expression analysisAbstract
New technologies and neuroscience may help complement the traditional poll-based vote projections. As such, the analysis of facial expressions help study the emotional reactions that the images of logos or candidates’ faces provoke on the voters. This research note presents the experiment that was carried out prior to the 2023 Spanish general elections using this type of technique, defining, and quantifying the emotional vote. The main methodological conclusion is that experimentally the analysis of voting intention based on traditional surveys can be complemented with the emotional reactions shown by the respondents. This emotional vote could shed new light to understand the electoral behavior of voters.
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