Neuroscience of Sales and Leadership Training Speaker

How Neuromarketing Is Used in Politics?

Many political races are won by a 1% margin. Voting is driven by emotion rather than reason. No politician can win a race without understanding voters’ emotions and feelings.

In a 2012 political campaign in Mexico, something unusual occurred. A digital billboard appeared in an office building to promote a candidate. Everyone saw it as they entered the building. What those people didn’t know was that a video camera was watching them. Facial analysis software then analyzed facial expressions to determine their emotional reactions.

Political Neuromarketing

Based on that analysis, the billboard was altered until it had the emotional impact the campaigners wanted. By evoking positive reactions, the final design could influence how viewers vote. That testing led to more effective billboards that were used widely elsewhere. That’s political Neuromarketing in action.

Increasing Use of Neuromarketing in Politics

Politics in the United States is becoming more and more polarized. Elections are often decided on margins of 1-2% of the vote. What that means is that candidates, organizations and political parties are looking everywhere for an edge. Neuromarketing is just one of the tools being used. Voters should be alert and watch for manipulative tactics.

How Confirmation Bias Skews Your Political Views – Why is it so hard to change people’s beliefs? Why can’t voters understand the opposing side’s viewpoints?
How Availability Bias Influences What We Believe and Predict – How does what people watch or read can unconsciously shape how they see the world?
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