How Political Strategists Are Reading Your Mind

More

With every election cycle comes new methods of determining voter preferences. During this year's turbulent midterms, political strategists went beyond polling and demographic research to extrapolating voter preferences directly from the human brain. Kevin Randall at Fast Company explores how political neuromarketers are reading voters' minds:

During the 2008 presidential election, neuromarketers went public with research showing how political ads can drive emotional triggers in our unconscious brains. By reading the responses taken from people linked to fMRI or EEG machines, neuromarketers and their clients aim to optimize stimuli (political messages) and reaction in consumers' brains and drive their (voting) decisions.

But with public trust in elected officials at an all-time low, politicians today won't talk about anything that even vaguely associates them with Orwellian "mind manipulation." But are they doing it? While most everyone agrees that neuromarketing was used in the 2010 midterm elections, none of the politicians we spoke to admitted to using the techniques in their own campaigns.

Darryl Howard, a consultant to two Republican winners on November 2, says he crafted neuromarketing-based messages for TV, direct mail and speeches for Senate, Congressional and Gubernatorial clients in 2010. "We measure everything including the storyline, level of the language, images, music. Using critical point analysis, we identify specifics that may drive voters away or attract them," he says. The techniques are non-invasive, and include measuring muscle, skin, and pupil response. "We prefer our methods over some EEG/fMRI methods because our approach is quicker and more importantly can be done in the script phase, saving production time and money and tells us the level of honesty of the ad."

Read the full story at Fast Company.
Jump to comments
Presented by

Jared Keller is a former associate editor for The Atlantic and The Atlantic Wire and has also written for Lapham's Quarterly's Deja Vu blog, National Journal's The Hotline, Boston's Weekly Dig, and Preservation magazine. 

Get Today's Top Stories in Your Inbox (preview)

A Technicolor Time-Lapse of Alaska's Northern Lights

The beauty of aurora borealis, as seen from America's last frontier


Join the Discussion

After you comment, click Post. If you’re not already logged in you will be asked to log in or register. blog comments powered by Disqus

Video

What Do You Wish You Learned in College?

Ivy League academics reveal their undergrad regrets

Video

Famous Movies, Reimagined

From Apocalypse Now to The Lord of the Rings, this clever video puts a new spin on Hollywood's greatest hits.

Video

What Is a City?

Cities are like nothing else on Earth.

Video

CrossFit Versus Yoga: Choose a Side

How a workout becomes a social identity

Video

In Online Dating, Everyone's a Little Bit Racist

The co-founder of OKCupid shares findings from his analysis of millions of users' data.

Writers

Up
Down

More in Technology

Just In