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EMAC 2023 Regional Conference

Reading the mind of Voters: A case of Neuro-politics and voting

Published: November 22, 2023


Raveena Gupta, FMS, Delhi, India; Harsh Verma, FMS, Delhi, India; Anuj Kapoor, IIT Jodhpur


Research in leadership and decision-making suggests that the physical characteristics and traits of an individual influence the consumer’s trustworthiness. Despite being a less explored research area, studying the impact of specific verbal and non-verbal cues of a political leader through a technological lens such as eye-tracking has been sparsely talked about. Three sets of experiments were conducted to study voters' visual attention and reactions to gauge their willingness to vote. The present study analyzed the non-verbal aspects of a political leader with regard to voting intention and found that even a few of the non-verbal cues have an influence on the willingness to vote for a candidate.