Decidiendo por quién votar. Evidencia experimental del efecto de las emociones en el voto
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emociones
voto
Chile
experimentos
rabia
miedo
esperanza
orgullo

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Segovia, Carolina. 2021. «Decidiendo Por quién Votar. Evidencia Experimental Del Efecto De Las Emociones En El Voto». Colombia Internacional 1 (107):3-28. https://doi.org/10.7440/colombiaint107.2021.01.

Resumen

Objetivo/contexto: ¿qué efecto tienen las emociones transmitidas por los candidatos en los votantes? En las campañas electorales, los candidatos no solo informan al votante de sus posiciones en políticas públicas o el partido político al que representan. También transmiten emociones. En este trabajo investigamos el efecto que estas tienen en el voto. Metodología: se diseñaron dos experimentos de encuestas y se aplicaron a una muestra representativa de la población residente en Chile, durante los meses de mayo y junio de 2019. Estos experimentos permiten evaluar cómo las emociones transmitidas por los candidatos, a través de sus rostros y discurso político, pueden afectar la preferencia por uno de ellos Conclusiones: los resultados muestran que la valencia de las emociones es un factor relevante en la decisión del voto, particularmente cuando se transmite a través de expresiones faciales. Las emociones positivas aumentan la probabilidad de votar por un candidato. Cuando consideramos las emociones transmitidas a través del discurso, encontramos que las emociones positivas sobre el futuro aumentan la probabilidad de votar por ese candidato. Originalidad: este trabajo realiza dos aportes: por una parte, contribuye al estudio del impacto de las emociones en América Latina, lugar donde poco se ha avanzado en estas materias; por otra, el uso de experimentos permite evaluar el efecto de las emociones transmitidas por los candidatos.

https://doi.org/10.7440/colombiaint107.2021.01
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