Decidindo em quem votar. Evidência experimental do efeito das emoções no voto
No. 107 (2021-07-01)Autor(es)
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Carolina SegoviaUniversidad Diego Portales (Chile)
Resumo
Objetivo/contexto: que efeito as emoções transmitidas pelos candidatos têm sobre os eleitores? Nas campanhas eleitorais, os candidatos não informam ao eleitor apenas sua posição nas políticas públicas ou no partido político que representam. Eles também transmitem emoções. Neste trabalho, investigamos o efeito que essas emoções têm no voto. Metodologia: dois experimentos de levantamento foram elaborados e aplicados a uma amostra representativa da população residente no Chile, durante os meses de maio e junho de 2019. Esses experimentos permitem avaliar como as emoções transmitidas pelos candidatos, mediante seus rostos e discurso político, pode afetar a preferência por um candidato. Conclusões: os resultados mostram que a valência das emoções é um fator relevante na decisão de voto, principalmente quando é transmitida por meio das expressões faciais. As emoções positivas aumentam a probabilidade de votar em um candidato. Quando consideramos as emoções transmitidas pela fala, descobrimos que emoções positivas sobre o futuro aumentam a probabilidade de votar naquele candidato. Originalidade: este trabalho traz duas contribuições. Por um lado, contribui para o estudo do impacto das emoções na atividade política na América Latina. Por outro lado, o uso de experimentos permite avaliar o efeito das emoções transmitidas pelos candidatos.
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