Open AccessValências na resposta emocional dos eleitores: design experimental com neurociência
Author(s) -
Carlos Magno Machado Dias,
Carlos Alberto Gonçalves,
Ângela Maria Ribeiro
Publication year - 2020
Publication title -
revista de administração da ufsm
Language(s) - English
Resource type - Journals
ISSN - 1983-4659
DOI - 10.5902/1983465943111
Subject(s) - facial action coding system , valence (chemistry) , emotional valence , coding (social sciences) , psychology , facial expression , social psychology , advertising , computer science , statistics , mathematics , communication , cognition , physics , quantum mechanics , neuroscience , business
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.