The Neurodynamics of an Election (Pdf
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F. T. Rocha*, E. Massad, A. F. Rocha and M.N. Burattini
Medical Informatics, University of São Paulo, Brazil *fabio@enscer.com.br
Abstract
In October 23, 2005 a national referendum was carried out in Brazil about
the prohibition of firearm commerce in the country.
We combined classic poll opinion tools and electroencephalography (EEG)
analysis to study vote decision one week before the referendum.
Our poll opinion allowed people to provide us a second opinion on if and
how they could change vote until Election Day.
We also asked people to estimate the influence of media propaganda upon
their vote decision.
Here we show that election results were predicted by our poll if the vote
migration disclosed by the second opinion was taken into consideration.
We also found that vote decision correlated with the EEG recorded during
vote decision-making.
The estimated propaganda influence also correlated with the EEG recorded
during the reading of 6 of the most frequent media advertisement and provided
information to model the Vote Decision Space associated with the referendum
campaign.
