Valences in voters' emotional response: Experimental design with neuroscience
DOI:
https://doi.org/10.5902/1983465943111Keywords:
Expressão facial. Emoção, Propaganda política, elementos não textuais. Neurociências. Campanha políticaAbstract
This work aims to quantitatively and qualitatively evaluate the valence of voters’ emotional response to changes in the scenarios in videos of political propaganda. The experiment was conducted in a laboratory with a fictitious candidate and content. We used four different scenarios: one with a completely white background, one simulating a library, one with a popular house, and one with luxury houses. We use the Facial Action Coding System (FACS) as an instrument to measure emotions. We found statistical differences between the intensity of the valences throughout the video (n=108). The work empirically demonstrated that the scenarios can enhance the emotional effects of this type of advertising.
Downloads
References
BECHARA, A.; DAMASIO, H.; DAMASIO, A. R. Emotion , Decision Making and the Orbitofrontal Cortex. Cerebral Cortex, v. 100, n. 3, p. 295–307, 2000.
BELZUNG, C. Biologia das Emoções. Lisboa: Instituto Piaget, 2007.
BRADER, T. Striking a Responsive Chord: How Political Ads Motivate and Persuade Voters by Appealing to Emotions. Political Science, v. 49, n. 2, p. 388–405, 2005.
DAIGNAULT, P.; SOROKA, S.; GIASSON, T. The Perception of Political Advertising During an Election Campaign: A Preliminary Study of Cognitive and Emotional Effects. Canadian Journal of Communication, v. 38, n. 2013, p. 167–186, 2011.
DAMÁSIO, A. Em Busca de Espinosa. 1st ed. São Paulo: Companhia das Letras, 2004.
DAMÁSIO, A. R. Descartes’ Error: Emotion, Reason, and the Human Brain. Reprint (1 ed. London: Penguin Books, 2005.
DUMITRESCU, D.; GIDENGIL, E.; STOLLE, D. Candidate Confidence and Electoral Appeal: An Experimental Study of the Effect of Nonverbal Confidence on Voter Evaluations. Political Science Research and Methods, v. 3, n. 01, p. 43–52, 2015. Disponível em: <http://journals.cambridge.org/article_S2049847014000168%5Cnhttp://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=9452130&fulltextType=RA&fileId=S2049847014000168>. .
EKMAN, PAUL; FRIESEN, W. V. . H. Facial Action Coding System: The manual on CD. Salt Lake City: Research Nexus division of Network Information Research Corporation, 2002.
EKMAN, P. A linguagem das Emoções. São Paulo: Editora Leya, 2011.
EKMAN, P.; FRIESEN, W. V; ELLSWORTH, P. Conceptual Ambiguities. In: P. Ekman (Ed.); Emotion in the Human Face. 2nd ed., p.439, 1982. Los Altos: Malor Books.
EKMAN, P.; FRIESSEN, W. V. Mensuring facial moviment whith the facial Action Coding System. In: P. Ekman (Ed.); Emotion in the human face. 2nd ed., p.440, 2013. Los Altos: Malor Books.
EKMAN, P.; FRIESSEN, W. V.; ELLSWORTH, P. What are the similarities and diferences in facial behavior across cultures. In: P. Ekman (Ed.); Emotion in the human face. 2a ed., p.128–143, 2013. Los Altos: Malor Books.
EKMAN, P.; LEVENSON, R. W.; FRIESEN, W. V. Autonomic Nervous System Activity Distinguishes Among Emotions. Science, v. 221, n. 4616, p. 1208–1210, 1983. Disponível em: <https://1ammce38pkj41n8xkp1iocwe-wpengine.netdna-ssl.com/wp-content/uploads/2013/07/Autonomic-Nervous-System-Activity-Distinguishes-Among-Emotio.pdf>. .
EKMAN, P.; OSTER, H. Review of research, 1970-1980. In: P. Ekman (Ed.); Emotion in the human face. 2a○ ed., p.147–173, 2013. Los Altos: Malor Books.
EKMAN, P.; ROSENBERG, E. L. What the Face Reveals: Basic and Applied Studies of Spontaneous Expression Using the Facial Action Coding System (FACS). Second Edi ed. New York: Oxford University Press, 2005.
HERRMANN, M.; SHIKANO, S. Attractiveness and facial competence bias: Face-based inferences of candidate ideology. Political Psychology, v. 00, n. 00, p. 1–36, 2015. Disponível em: <http://doi.wiley.com/10.1111/pops.12256>. .
HOLLANDER, M.; WOLFE, D. A. Nonparametric Statistical Methods. 2nd ed. New York, N.Y.: John Wiley & Sons, 1999.
JOHNSTON, E.; OLSON, L. The Feeling Brain: The Biology and Psycology of Emotions. London: W. W. Norton & Company, 2015.
LITTLE, A. C.; BURRISS, R. P.; JONES, B. C.; ROBERTS, S. C. Facial appearance affects voting decisions. Evolution and Human Behavior, v. 28, n. 1, p. 18–27, 2007.
LOEWENSTEIN, G.; LERNER, J. S. The role of affect in Decision Making. In: H. H. G. Richard J. Davidson, Klaus R. Scherer (Ed.); Handbook of Affective Science. p.1230, 2003. New York: Oxford University Press.
MA, G.; LUO, J. Is a picture worth 1000 votes? Analyzing the sentiment of election related social photos. Proceedings - IEEE International Conference on Multimedia and Expo, 2013.
MCDUFF, D.; KALIOUBY, R. EL; COHN, J. F.; PICARD, R. W. Predicting Ad Liking and Purchase Intent: Large-Scale Analysis of Facial Responses to Ads. IEEE Transactions on Affective Computing, v. 6, n. 3, p. 223–235, 2015.
NAQVI, N.; SHIV, B.; BECHARA, A. The Role of Emotion in Decision Making A Cognitive Neuroscience Perspective. Current Directions in Psychological Science, v. 15, n. 5, p. 260–264, 2006.
POUTVAARA, P.; JORDAHL, H.; BERGGREN, N. Faces of politicians: Babyfacedness predicts inferred competence but not electoral success. Journal of Experimental Social Psychology, v. 45, n. 5, p. 1132–1135, 2009. Elsevier Inc. Disponível em: <http://dx.doi.org/10.1016/j.jesp.2009.06.007>. .
ROBINSON, M. D.; CLORE, G. L. Belief and feeling: Evidence for an accessibility model of emotional self-report. Psychological Bulletin, v. 128, n. 6, p. 934–960, 2002.
SCHERER, K. R. What are emotions? And how can they be measured? Social Science Information, v. 44, n. 4, p. 695–729, 2005.
SHIN, H. Forms of Expression of Angry Voters and Sad Voters : The Effects of Discrete Emotions and Emotional Expression on the Voting Participation through Approach-Avoidance Action Tendencies. Asian Journal for Public Opinion Research -, v. 2, n. 4, p. 248–278, 2015. Disponível em: <http://dx.doi.org/10.15206/ajpor.2015.2.4.248 248>. .
STEIMER-KRAUSE, E.; KRAUSE, R.; WAGNER, G. Interaction Regulations Used By Schizophrenic and psychosomatic Patients. In: E. L. Rosenberg; P. Ekman (Eds.); What the Face Reveals: Basic and Applied Studies of Spontaneous Expression Using the Facial Action Coding System (FACS). Second ed., 2005. New York: Oxford University Press.
STEIMER-KRAUSE, E.; KRAUSE, R.; WAGNER, G. Interaction Regulations Used by Schizophrenic and Psychosomatic Patients: Studies on Facial Behavior in Dyadic Interactions. What the Face Reveals: Basic and Applied Studies of Spontaneous Expression Using the Facial Action Coding System (FACS), 2012.
STEWART, P. A.; SVETIEVA, E. Micro-expressions of fear and loathing on the 2016 presidential campaign trail: How brief expressions of fear influence trait perceptions of Donald Trump. SSRN, , n. February, p. 1–41, 2017. Disponível em: <https://ssrn.com/abstract=2914077>. .
VIGIL, J. Facial Expression Processing Varies with Political Affiliation. Science, p. 1–8, 2008.
Downloads
Published
How to Cite
Issue
Section
License
This journal remains the copyright holders of articles published. In order to be published, authors must sign the Copyrights Letter, which is sent to the authors by e-mail, thus granting rights, including on translation, to ReA/UFSM. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.
