2023
DOI: 10.3389/fnhum.2023.1293173
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Unraveling neural pathways of political engagement: bridging neuromarketing and political science for understanding voter behavior and political leader perception

Tuna Çakar,
Gözde Filiz

Abstract: IntroductionPolitical neuromarketing is an emerging interdisciplinary field integrating marketing, neuroscience, and psychology to decipher voter behavior and political leader perception. This interdisciplinary field offers novel techniques to understand complex phenomena such as voter engagement, political leadership, and party branding.MethodsThis study aims to understand the neural activation patterns of voters when they are exposed to political leaders using functional near-infrared spectroscopy (fNIRS) an… Show more

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