Is the vote rational or emotional? What drives us to choose the ballot of a party that we will introduce in the ballot box? Why opinion polls fail? Emotion Research Lab CEO, María Pocoví, explains in Beerderberg journal how technological advances in facial emotion recognition and neuropolitics let us discover “that in the decision-making process emotion is at the beginning and is what drives the action. Or, even when we are voting we are not as rational as we thought.”
Errors in the polls come from the lacks of the traditional methodology, which continues to understanding the intention to vote as something cold and calculated. To Pocoví, “politicians who have best adapted are those who do not belong to the old political class”. “Successful politician today is a sensitive human and he knows more about the reality of most of society”.
If we analyze the profile of the current policy with items that exert “a direct influence on the emotional reaction of the human being” appear the reasons that cause positive reactions in the citizens, potential voters. One of them is the newly elected president of Guatemala, Jimmy Morales.
Nowadays, in politics, candidate needs to measure their emotions, “comparing them which they verbalize to see the emotional consistency and credibility” and the emotional link that wakes up in the citizen. Also citizens need it.
Technology allows us to measure online, simply, efficient and economical way our emotional reaction. To prove it, Emotion Research LAB demo is now available, a quick interesting exercise to change our perception of emotions. And to continue the current political situation in terms of emotional coherence, Emotional Political Barometer from Emotion Research LAB will be hanging on its website current analysis through facial emotional studies in public interventions of various leaders.