{"id":5486,"date":"2025-10-24T22:39:57","date_gmt":"2025-10-24T22:39:57","guid":{"rendered":"https:\/\/heddamartinasola.com\/projekti\/sto-mozak-bira-prije-nas-neuromarketing-iza-politickih-kampanja\/"},"modified":"2025-11-17T07:36:40","modified_gmt":"2025-11-17T07:36:40","slug":"neuromarketing-behind-political-campaigns","status":"publish","type":"portfolio","link":"https:\/\/heddamartinasola.com\/en\/projekti\/neuromarketing-behind-political-campaigns\/","title":{"rendered":"What the Brain Decides Before We Do: The Neuromarketing Behind Political Campaigns"},"content":{"rendered":"\t\t
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Neuromarketing study<\/div>

What the Brain Decides Before We Do: The Neuromarketing Behind Political Campaigns<\/span><\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Introduction<\/h5>

In an era where political messages travel faster than reason can process them, the question is no longer who speaks louder, but who truly reaches the human mind. This question stood at the heart of a groundbreaking research project led by Dr. Hedda Martina \u0160ola at the Institute for Neuromarketing & Intellectual Property<\/a>, exploring how the brain reacts to political content before conscious thought ever takes place.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Research publication:<\/div>
[Link to the study]<\/a><\/span><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Research conducted on:<\/div>
Institute for Neuromarketing & Intellectual Property<\/span><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Conducted in collaboration with Oxford Business College, the study<\/a> examined visual and emotional responses to campaign materials from the Harris\u2013Trump presidential race. The findings revealed a simple yet profound truth: emotion leads, but cognition follows<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The Science of Emotion: How Neuromarketing Reads the Voter<\/h5>

Political neuromarketing is the fusion of neuroscience, psychology, and communication science. It does not measure opinions, it measures what happens before an opinion forms: attention, engagement, excitement, and emotional resonance.<\/p>

Under the direction of Dr. \u0160ola, the research used eye-tracking<\/strong> and EEG interpretative analytics<\/strong> to understand where voters\u2019 eyes focus, what triggers emotional activation, and how visual elements such as color, contrast, composition, or facial expression subconsciously shape voter attitudes.<\/p>

Four versions of a political flyer were tested (the original and three redesigned).
Across 13 Areas of Interest (AOIs)<\/strong>, including headlines, candidate figures, party logos, and media attributions, researchers employed:<\/p>