Valências na resposta emocional dos eleitores: design experimental com neurociência
DOI:
https://doi.org/10.5902/1983465943111Palabras clave:
Expressão facial. Emoção, Propaganda política, elementos não textuais. Neurociências. Campanha políticaResumen
Este trabalho tem como objetivo avaliar quantitativa e qualitativamente a valência da resposta emocional dos eleitores às alterações dos cenários nos vídeos de propaganda política. O experimento foi conduzido em laboratório com um candidato e conteúdo fictícios. Utilizamos quatro cenários diferentes: um cenário com fundo completamente branco, um simulando uma biblioteca, um com casa popular e outro com casas de luxo. Utilizamos o Sistema de Codificação de Ação Facial (FACS) como um instrumento para medir emoções. Encontramos diferenças estatísticas entre a intensidade das valências ao longo do vídeo (n = 108). O trabalho permitiu a demonstração empírica de que os cenários podem potencializar os efeitos emocionais desse tipo de publicidade.
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