Psychophysiological measurement of political emotions. An analysis of its background and methodological proposal
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Abstract
This article examines the relevance and limitations of traditional electoral prediction models in the field of Political Science. It is pointed out that conventional methods based on sociodemographic variables are losing accuracy due to misinformation provided by respondents and the shift towards politainment. The need to search for new approaches incorporating emotion measurement, such as George Marcus's affective intelligence theory, supported by psychophysiological measurement techniques, is highlighted. Evidence is presented from studies that have used electroencephalography (EEG) and heart rate variability (HRV) to predict voting behaviour more accurately than traditional methods. The creation of a new model combining self-report and physiological response is proposed to improve political behaviour prediction.
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